"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 director of commercial and expansion of the Godó Group, addressed the winning brands and agencies in the 34th edition of La Vanguardia's Advertising and Creativity awards. In an event held this Thursday at the Círculo Ecuestre in Barcelona, the newspaper recognized the most outstanding advertisements of 2022, both in the paper and digital editions, "in an enormously difficult exercise such as finding creativity that satisfies the client and reach the final recipient", assured Guardiola.
In the graphic advertising category, La Vanguardia has awarded Swatch for its visual campaign for the acclaimed watch collection whose name and design represent the different planetary bodies. The second award went to Aigües de Barcelona for its reflective advertisement aimed at raising awareness of the strict quality controls to which water is subjected, while the third award went to Cola Cao, whose graphic links its relationship with sport in the context of the 30 years since the Barcelona Olympic Games were held. In the best cover category, Mango was the winner for its creativity related to the opening of the flagship store on Fifth Avenue in New York. The jury, formed by 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 decided the awards after debating among a total of 800 creatives.
In the digital advertising category, branded content is gaining prominence again with disparate projects. The jury has recognized with the first Telefónica award for an audiovisual initiative that makes visible the role of women in 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 project Entrenadors d'Inconformisme, and Ultima de Affinity, with its action For a better life. In terms of creative digital advertising, the Saló Nàutic campaign was awarded the first prize, and Mercedes, with a graphic adapted with the date of its first 100% electric SUV, took the second prize.
Once again, 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 the Telefónica Foundation 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 .
