I have been in the industry for over 20 years now, starting from the ground up, going through every single creative department to where I am today. I gathered experience on my way, finding solutions and understanding (sometimes) how things work. There is always a good idea that survives the night for every problem. My choices here have a lot to do with that; the following are ideas went through many challenges to be finalised. They also proved what the Guatemalan advertising industry can do...
The Children's Shelter - 'Danger Never Ends'
Agency: El Taier DDB Centro
When people think of an agency in Guatemala, they don't usually think of an agency that makes great film work. So as well as being challenging to work on, we're proud of the work we've been doing. We created this powerful film piece from scratch - a 'typical' way of working in our industry. And thanks to a brave client and a passionate production partner, we launched 'Danger Never Ends', a long video format featuring the story behind hundreds of thousands of Central American families.
Pepsico - '#PEP_SI'
Agency: Hearts & Science Centro
This was a stunning job from Hearts & Science Centro. They avoided the easy-paying way of creating an innovative, engaging and funny action on a very tough-budget moment. It was perfectly executed, got people moving around the idea and stole the show from other brands.
Corona - 'Non-Mythological Creatures'
Agency: TracyLocke Centro
This action is a beautifully executed idea for the new generation of those who don't want to let the oceans die. In this case, the famous beer brand Corona found a creative way to get people closer to its product and the oceans.
Dark Silence - 'World Vision'
Agency: d4 McCann
Production: Ska Films from Uruguay
Director: Nacho Benedetti
This campaign raises awareness on the lack of attention to the sexual harassment of children in this country. The idea behind the silence perfectly reflects the impact of unreported cases. When people realise that this movie isn't as scary as reality, they understand the importance of getting involved to pressurise the government and NGOs to make stronger laws and protect Guatemalan children.
The Children's Shelter - 'Voiceless Children'
El Refugio De La Niñez is bold and brave in everything they do, and this film is no exception. It's determined to get Guatemalan children heard. This piece is a passionate and impactful film about removing indifference and raising awareness of children's lack of opportunity.