In the era of artificial intelligence, it remains clear that originality, sensitivity and imagination continue to be a human achievement that is still difficult for a machine to imitate. And after 35 years rewarding the creativity of brands, the jury of this edition of the Advertising Awards given by La Vanguardia has had a difficult time deliberating between the best advertising messages published in different formats. The level is as high as the need to stand out to authentically (and efficiently) reach the audience.
The most outstanding advertisements of 2023 were recognized this Thursday at the Círculo Ecuestre de Barcelona within the framework of the 35th edition of the La Vanguardia Advertising and Creativity Awards, an event that brought together the winning agencies and brands in this edition. At the event, Pere Guardiola, from Grupo Godó, highlighted the important role that creativity plays today more than ever: “the hyperfragmentation of media and sources of information in society means that if we are not creative we go completely unnoticed.” Guardiola encouraged attendees to continue in this path of betting on brilliant advertising, since "good advertising allows journalism to continue in full form and independent."
In the graphic advertising category, La Vanguardia has awarded the Generalitat of Catalonia for its awareness campaign against forest fires 'F*c off', which makes a play on the English expression 'fuck off' (fuck you). The second award in this category went to La Roca Village for perfectly integrating into the medium in an ingenious vignette designed by illustrator Jordi Labanda for Magazine and for Nike for its honest creativity 'The best team in the world'. The Nike campaign pays tribute to the women's FC Barcelona with forceful and incontestable data, which has undoubtedly had an exceptional 2023.
The third prize is also shared. Iberdrola's visual and thoughtful advertisement on the occasion of World Water Day and the “Imaginary Friends” campaign by the Joan Miró Foundation have been recognized, which challenges the enormous capacity of the viewer's brain with a stimulating “game” that enhances the imagination. . In the best cover category, the Ministry of the Interior's impressive campaign against cybercrime has been the winner due to its good execution and the achievement of its objective: to raise awareness and sensitize citizens.
The jury, made up of Esperanza Blanc, director of corporate development at Casanova; Carol Murtra, founder and CEO of milkyway*; and Marc Ros, co-founder and CEO of After, has failed the awards after debating among a total of 200 campaigns. For Ros, president of the jury, “in a world where everything lasts less and less, celebrating the thirty-fifth delivery of these awards is exceptional and worthy of recognition.”
Three branded content campaigns designed and produced at Grupo Godó have been recognized in this category, whose level of projects shows that this branch of unconventional advertising is increasingly relevant in advertising budgets. The first prize went to Novartis for the multi-support and transmedia project “Every Four Minutes”. The second went to Renault for the exciting micro-documentary “The interior space of Javier Santaolalla”. The third award highlights the series of digital native content “
One more year, La Vanguardia has also recognized advertising framed in the brands' social and cultural action programs. On this occasion, ”la Caixa” Foundation has executed the best social action campaign of the year to make visible the invisible reality of loneliness among the elderly. The cultural action award has been awarded to Fundación MAPFRE for its efforts in communicating in an elegant and graphic way the power of the exhibitions hosted by the KBr Photography Center.
