2 Gold, 2 Silver and 1 Bronze awarded across 4 markets
Winning brands are Mercado Libre, Mercado Pago, Nosotras Women Connecting, Presidente Beer and Vivo
22 May 2024 – The Gold, Silver and Bronze winners are announced for the WARC Awards 2024 – Latin America. Now in their fourth year, the awards, in association with LIONS, honour marketing and strategic effectiveness.
2 Gold, 2 Silver and 1 Bronze accolades have been awarded for Latin America. Winning brands are Mercado Libre, Mercado Pago, Nosotras Women Connecting, Presidente Beer and Vivo. The campaigns were created by leading agencies from the region: PHD San Jose, GUT Buenos Aires, GUT São Paulo, VML São Paulo, and Publicis Dominicana, Santo Domingo.
Brazil has won the most awards (2), followed by Argentina (1), Costa Rica (1), and Dominican Republic (1).
The three jury panels for Latin America followed a rigorous judging process using the Creative Effectiveness and the B2B Effectiveness Ladders, unique tools providing a consistent approach and global language to benchmark effectiveness.
The Gold, Silver and Bronze winners are:
Silver
- Welcome to the group · Nosotras Women Connecting · PHD San Jose · Costa Rica
Gold
- Inflation proof prize · Mercado Pago · GUT, Buenos Aires · Argentina
Commenting on the Gold winner, jury chair Carolina Sandoval Villamil, Media Director, Haleon, EMEA & LATAM, said: “Magic happens when you unveil a powerful insight and mix it with an entertaining way to deliver your product message. And this is what Mercado Pago, a digital wallet in Argentina, did with the world famous TV show Big Brother. If we keep prioritizing the human connections in Latin America, and everywhere, we will keep having strong, creative and EFFECTIVE cases each year.”
Gold
- Handshake Hunt · Mercado Libre · GUT, São Paulo · Brazil
Partnerships & Sponsorships category
Silver
- Buscapé – Back to the city of God · Vivo · VML, São Paulo · Brazil
Strategic Thinking category (new)
Bronze
- Untold verses · Presidente Beer · Publicis Dominicana, Santo Domingo · Dominican Republic
Commenting on the overall results of this year’s WARC Awards, jury chair of the Strategic Thinking category, Daniel Wakswaser, Chief Marketing Officer, Ambev, Brazil, said: “Brazil has always been a very creatively-powered country – supercharged when you think about global awards – so I’m not surprised to see them leading the metal table for the new WARC Awards for LATAM. But it’s great to see representation from Argentina, Costa Rica and the Dominican entry that my Strategic Thinking jury chose too. Competition is important, it really fosters a creative mindset in which the industry thrives.”
No metal has been awarded in the Brand Purpose, Business-to-Business, Cultural Impact, Customer Experience, Long-term Growth, Path-to-Purchase and Use of Data categories.
The Gold winners will automatically progress to compete at a Global level where a super-jury made up of all the regional jury chairs – Asia-Pacific, Europe, Latin America, Middle East & Africa, North America – will award the coveted WARC Grands Prix, the ultimate recognition for marketing success.
The Grands Prix will be revealed on 13 June via the Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners.
