Argentina had a historic year in advertising at Cannes

For the first time, the local industry took home three Grand Prix awards, the highest recognition at the Cannes Festival, the world’s most prestigious event in the sector. Additionally, an Argentine agency was chosen as the agency of the year.

In the global ranking by countries, Argentina ranked third, behind the acknowledged industry leaders, the United States and the United Kingdom. A total of eight local agencies received awards: BBDO Argentina, David Buenos Aires, Dentsu Creative, Draftline Buenos Aires, Grey Argentina, GUT Buenos Aires, Lanzallamas, and Publicis. Advertised brands were also recognized, including Burger King, Coca-Cola, Gatorade, Globant (our partner), Lalcec, MercadoPago, Noblex, Pedidos Ya, Quilmes, Renault, and Stella Artois.

Eugenio Raffo, VP of Marketing at Cervecería y Maltería Quilmes, stated that ‘the more challenging the context, the more necessary and conducive it is for new ideas to emerge.‘ He highlighted how Argentina’s history of facing such situations has contributed to the country being a major source of global creativity. Eugenio explained that this is reflected not only in the great ideas from Argentine agencies, such as the award-winning ad from Gut Buenos Aires for Stella Artois, but also in the Argentine talent shining in agencies worldwide.

Gastón Bigio, founder of Gut, praised Argentina’s unique talent and its inherent ability to overcome obstacles. He proudly mentioned how they led Argentina to become the agency of the year for the first time in history, playfully referencing the second place occupied by a French agency.

Denise Orman, CEO of Grey Argentina, agreed that despite the challenging economic context, Argentina’s creative excellence remains one of the world’s best. She highlighted how crises prompt a different way of thinking, with tight budgets but powerful creativity stemming from simplicity and the need to challenge boundaries.”