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Five Lion winners from South America

From silent movies brought into the 21st century to provocative print ads, we've picked out a selection of the big winners from South America at Cannes Lions 2017.

created on Friday 4 Aug 2017

‘Nosferatu’ for Getty Images by AlmapBBDO

AlmapBBDO won a Gold in Digital Craft, as well as Silvers in Cyber and Promo & Activation, for their campaign that showcased the amazing creative possibilities of Getty’s audio stock library. They took the classic silent film Nosferatu and brought it to life using only existing audio from Getty’s library. As a result the most iconic vampire of all time was given a voice. The film also became an online video on the project’s website. Users who watched the film could follow along with the accompanying sound timeline and even buy the sounds themselves.

‘Borders’ campaign for Aeromexico by Ogilvy & Mather 

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By focusing on one of the biggest news stories of 2016/7 – the proposed border wall between the US and Mexico – Ogilvy & Mather won big for their client Aeromexico at Cannes Lions 2017. The simple campaign, which took satellite images of three of most important borders of Mexico and USA, showed exactly how the company keeps crossing borders to unite Mexicans with the world. It won Golds in Outdoor and a Silver in Print & Publishing.

‘The Debut’ for AB Inbev (Budweiser)/ESPN by Africa

With a Gold in the Cyber Lions and multiple Bronzes across the rest of the Lions, ‘The Debut’ was one of the success stories of LATAM creativity in 2017. The campaign helped rescue the Brazilian pride for its basketball by paying tribute to a great idol; Oscar Schmidt. Bud paid homage to his famous story and gave him the opportunity to play his first NBA game at age of 59. The move earned more than 217 million impressions and Budweiser’s search increased 226% during the campaign.

'Breastfeeding Mannequins' for Amigos De La Lactancia and Coalition Brands by J. Walter Thompson Colombia

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With Bronzes in both the Outdoor and Glass Lions, this campaign helped spark a debate about breastfeeding in public spaces in Colombia. In partnership with renowned local and international fashion brand, J. Walter Thompson Colombia replaced one of the mannequins in stores’ windows with a new one breastfeeding a baby. In just two weeks, the campaign got ten of the main shopping malls in Colombia to declare themselves in the media “100% friendly to breastfeeding” and commit to a zero tolerance policy toward any type of harassment against mothers.

‘The Cliché’ for Heineken by Publicis Brasil

Heineken and Publicis in Brazil wanted to change a tired cliché around how football was a male sport in the country. They did this through an elaborate prank that involved giving a group of guys the chance to 'gift' their girlfriends a few days at a spa so they could attend the UEFA Champions League Final. The twist was that the men were tricked and it was actually their girlfriends who got to go to the game. The resulting video was Heineken’s most viewed film of all time and earned the agency behind it a Gold Lion.