Havas Gurisa Makes Uruguayan Advertising History by Winning the First International Grand Prix at Clio Awards

May. 06, 2024

At the prestigious festival held in New York, the campaign of the Directorate of Lotteries and Quinielas of Uruguay stood out as the best among all the Oros.
For the first time in history, an Uruguayan advertising campaign has been awarded a Grand Prix at this emblematic international event. The Havas Gurisa agency, creatively led by Leonel Delfino and Sebastián Orlando, won the top prize at the Clio Awards Festival with an "Audio" campaign for the Uruguayan Lotteries and Quinielas Board (Dirección de Loterías y Quinielas de Uruguay). This Grand Prix award highlights the talent and excellence achieved by the Uruguayan advertising industry at a global level.

The Gran Loteria Uruguaya is Uruguay's historic lottery that gives away millions of dollars in prizes every year. In other words, whoever wins it can buy anything, even a media outlet. Through this observation, a campaign was generated in which it was simulated that a supposed winner of the lottery bought the most important radio stations in the country and, like any new owner, made ‘a few small changes’. Throughout the spots, this character changed the programming of the stations, the names of the most famous programmes, changed the panelists, journalists, the musical curtains and even allowed his nephew to present his band. The campaign succeeded in generating a strong connection with the audience, thus promoting lottery ticket sales.

Sebastian Orlando, Chief Creative Officer of Havas Gurisa said:

"This recognition affirms a historical positioning of the agency, which for years has been building a creative culture where ideas play a strategic role in the fulfilment of objectives, the conceptualisation of messages and the optimisation of investments. It is also a very important award for Uruguay, which has been demonstrating for years that it is at the level of the most demanding markets in the world. It is important that the local advertising industry keeps getting stronger and stronger."

 

Leonel Delfino, Chief Creative Officer of Havas Gurisa added:

"Podés comprarte una radio’ is a campaign that deploys an innovative approach to media. The dialogue between the pieces and the radio stations was possible thanks to a joint work with the teams that embraced the idea, saw its potential and defended it. On the other hand, this campaign, born from the day-to-day work of the agency, represents our vision of understanding awards as recognition and not as an end in itself."

 

This campaign has won the most prestigious awards at the main festivals in the region. In addition to winning the Grand Prix, the highest award, the agency also won Gold and Bronze, consolidating its position as the most awarded agency in the history of Uruguay at the festival. This achievement represents a proud moment for Uruguay and for the entire advertising community in the country. It also demonstrates the creative potential and the capacity to compete at an international level.