“Creativity is not in crisis; it is booming, due to the need, more than ever, to attract attention and stand out”. With this optimistic and resounding vision, Pere Guardiola, general commercial and expansion director of Grupo Godó, has addressed the winning brands and agencies at the 34th edition of the La Vanguardia Advertising and Creativity Awards. In an act held this Thursday at the Círculo Ecuestre de Barcelona, the newspaper recognized the most outstanding advertisements of 2022, both in print and digital, "in an enormously difficult exercise, such as finding creativity that satisfies the client and reaches the final recipient”, assured Guardiola.
In the graphic advertising category, La Vanguardia has awarded Swatch for its visual campaign for the acclaimed collection of watches whose name and design represent the different planetary bodies. The second prize went to Aigües de Barcelona, for its reflective advertisement aimed at raising awareness about the strict quality controls to which water is subjected, while the third prize went to ColaCao, whose graphic links its relationship with the sport within the framework of the 30th anniversary of the celebration of the Barcelona Olympic Games. In the best cover category, Mango was the winner for its creativity related to the opening of its flagship store on Fifth Avenue in New York. The jury, made up of Marc Ros, co-founder and CEO of After; Esperanza Blanc, director of corporate development at Casanova, and Carol Murtra, founder and CEO of Milkyway, have won the awards after debating among a total of 800 creatives.
In the digital advertising category, branded content is once again gaining prominence with disparate projects. The jury has recognized Telefónica with the first prize for an audiovisual initiative that makes visible the role of women in the STEM professions. The second award went to Nissan, with a project shot in Japan to communicate its Japanese heritage; and the third prize was shared between CaixaBank, with its Entrenadores de Inconformismo project, and Ultima from Affinity, with its action For a better life. As for creative digital advertising, the Saló Nàutic campaign has been awarded first prize, and Mercedes, with a graphic adapted from data from its first 100% electric SUV, has won second prize.
One more year, La Vanguardia has also recognized the advertising framed in the social action programs of the brands. On this occasion, the prizes have been awarded to Fundación Telefónica, for its initiative to promote inclusive digital development, and to the Spanish Federation of Food Banks, for its fight against hunger, poverty and food waste.
