Hasta La Creative!

Hispanic agencies won a record 20 prizes at the Cannes Lions International Festival of Creativity, and half of them went to Miami-based Omnicom shop Alma for work for Netflix to promote the second season of “Narcos,” the series about drug lord Pablo Escobar.

During the show’s filming, a separate Alma crew shot footage in which the lead actors taught their most used Spanish expressions, starting with Pablo’s Escobar’s favorite, “Coma mierda.” That led to the digital campaign “Spanish Lessons,” which won seven Lions, including two golds in PR and Creative Data, three silvers in PR, Promo & Activation, and Media, and two bronzes in Cyber and Creative Data.

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