CD BUENOS AIRES: FOUR AWARDS AT EL OJO DE IBEROAMERICA AND EFFIE

November 10, 2016

Casta Diva Buenos Aires (part of Casta Diva Group) has been awarded yet again for ‘Flights’, the video produced for El Cronista Comercial which went viral.
After countless awards, including two Lions at the 2016 Cannes Lions International Festival of Creativity and three Golds at EuBea, ‘Flights’ has now taken home three Golds at the El Ojo de Iberoamérica Festival in the categories of Media – Events, Direct – Use of Data and Content – Brand Experience, and a Bronze in the Media category at the Effie Awards Argentina.
These important awards have major significance in Latin America. El Ojo de Iberoamérica Festival is the area’s most important prize in the advertising industry, increasingly open to international visibility and debate. For the past 18 years its goal has been to highlight excellence, to exchange professional experience and to promote South American talent beyond its regional borders.
Effie Awards was launched in 1968 by the New York American Marketing Association with the aim of giving recognition to the companies generating the most effective forms of marketing communication. Today an Effie Award is considered by the advertising industry to be the most important worldwide prize highlighting the success of a brand, so much so that today the Effie Awards have become a global symbol of corporate achievement.
‘Flights’ makes economics and the economy come alive for people who lack expertise in the subject. El Cronista Comercial, Argentina’s principal financial newspaper, invited the followers of its new Facebook profile to an airport just outside Buenos Aires.
Here, El Cronista Comercial allowed participants to enjoy an aerobatic flight at 15,000 feet, which provided a metaphor for the highs and lows of interest rates, exchange rates and share prices, helping to make the unfolding of the 2001 Argentine financial crisis, the 2012 Greek default and the bursting of the dotcom bubble in 2000 all more comprehensible to the ‘newbies’ present.

The succession of aerobatics, designed to reflect real economic trends, also generated in the audience the same adrenalin that courses through the veins of those who work daily in the financial markets. The video very quickly went viral and the Argentine newspaper’s Facebook page garnered 82,000 new fans, not to mention the more than 16 million people who heard about the event through television, radio and media coverage.