“Never Stop Riding” Campaign Also Earned Two
Gold Press Lions; “Blood Donation” Campaign Won Bronze Press
Lion
Innovative cross-cultural agency the community at SapientNitro,
today was honored with the prestigious Press Grand Prix at the 62nd
Cannes Lions Festival of Creativity for its “Never Stop Riding”
campaign, created for the Buenos Aires Public Bike System. The
campaign was also awarded two Gold Lions in the Art Direction and
Illustration categories.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20150622006310/en/
“The Cannes Lions awards represent the pinnacle of creative
achievement for our industry,” said Joaquin Mollá, co-founder and
chief creative officer of the community. “This recognition is a
testament to the creative courage born from a great relationship
between the agency and the City of Buenos Aires.”
“The success of this campaign is emblematic of the tremendous
political will behind the vision to transform Buenos Aires into an
eco-friendly city,” said Marcos Peña, general secretary of the City
of Buenos Aires. “As part of this effort, in just a few short
years, Buenos Aires has already become one of the 20 most
bike-friendly cities in the world.”
“To be awarded the Grand Prix out of almost 4,500 entries is an
incredible honor,” said Jose Mollá, co-founder and chief creative
officer of the community. “We are committed to diversity and
bringing a global perspective to our clients, and so we are
thrilled that a campaign that is performing so well with the people
in Buenos Aires was created and produced in the U.S.”
“Never Stop Riding” brings awareness to Buenos Aires’ public
bicycle system and its new automated system that includes an
expansion of locations and hours of operation. The campaign is
running in print and on outdoor billboards throughout Buenos Aires
and is supported by advertisements on the wheels of the program’s
bicycles.
To communicate the new 24-hour availability of the bikes, the
campaign uses illustrations to portray the wheels of a bike as
partners in a constant chase – a baby chasing a breast, a dog
chasing its tail, moths chasing a light bulb, and a squirrel
chasing a chestnut. Each ad incorporates a hand-drawn typeface for
the tagline, “The Buenos Aires Public Bike System Now Runs 24/7,”
further evoking the movement of a bicycle chain. View the ads
here.
The campaign is credited with generating buzz around the ease
and convenience of Buenos Aires’ public bicycle system – a program
that revolutionized the city more than six years ago by creating
not only more than 140 km of bike lanes, but changing the culture
of how the city’s residents commute. By the end of 2015, there will
be more than 200 bicycle stations throughout Buenos Aires.
“Never Stop Riding” was created by the U.S. team of the
community at SapientNitro of which includes: Joaquin Mollá chief
creative officer; Jose Mollá, chief creative officer; Fernando
Reis, associate creative director; Marcelo Padoca, associate
creative director; Fernando Reis, art director; Guilherme Nóbrega,
art director; Marcelo Padoca, copywriter; Arthur D’Araujo,
illustrator; Sebastian Diaz, group account director; and Daniel
Gergely, account director.
The community at SapientNitro also won a Bronze Press Lion in
the Fundraising, Donations and Appeal category for its cogent
“Blood Donation” campaign, also for the City of Buenos Aires. The
copy heavy print campaign, designed to increase awareness of the
need for blood donations, highlights three cultural icons whose
lives were saved by transfusions: Andy Warhol, Stephen King and
George Lucas. All the ads feature a biographical story that starts
off in black type, but at the point at which the person’s life was
saved by blood transfusions, the color of the type turns to red.
With all three icons, the campaign showcases that their most
important work comes after this life-saving moment. The tagline
“Give More Than Just Blood” evokes this sentiment. View the ads
here.
The team at the community that created “Blood Donation”
includes: Jose Mollá, chief creative officer; Joaquin Mollá chief
creative officer; Ricky Vior, executive creative director; Tomas
Duhalde, art director; Federico Diaz, copywriter; Sebastian Diaz,
group account director; and Daniel Gergely, account director.
About SapientNitroSapientNitro®, part of Publicis Groupe,
is a new breed of agency redefining storytelling for an always-on
world. We’re changing the way our clients engage today’s connected
consumers by uniquely creating integrated, immersive stories across
brand communications, digital engagement, and omni-channel
commerce. We call it our Storyscaping® approach, where art and
imagination meet the power and scale of systems thinking.
SapientNitro’s unique combination of creative, brand and technology
expertise results in one global team collaborating across
disciplines, perspectives and continents to create game-changing
success for our Global 1000 clients, such as Chrysler, Citi, The
Coca-Cola Company, Lufthansa, Target and Vodafone, in 31 cities
across The Americas, Europe and Asia-Pacific. For more information,
visit sapientnitro.com.
SapientNitro and Storyscaping are registered service marks of
Sapient Corporation.
About the communitythe community at SapientNitro is an
innovative cross-cultural agency that has produced award-winning,
engaging campaigns that consistently break boundaries. Since it was
founded in 2001, the community has effectively used culture as a
compelling narrative to build brands and bring communities
together. The agency was named a Top 10 Agency on Advertising Age’s
A-List in 2015 and 2013, and an Agency to Watch in 2012. It was
also named Multicultural Agency of the Year by Adweek in 2006, and
ranked the 13th most awarded agency in the world by Gunn Report.
Headquartered in Miami, with an office in Buenos Aires, the
community has created work for some of the world’s most recognized
brands including Google, Time Warner Cable, Sauza and Hornitos
Tequilas, Apple, Converse, Corona Extra, Modelo Especial and Office
Depot, among others. For more information, visit
lacomunidad.com.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20150622006310/en/
DiGennaro CommunicationsMarielena Santana,
646-561-3296marielena.santana@digennaro-usa.com
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