Michael Weinzettl on what you can find in the pages of the new Lürzer’s Archive - and why it might as well be called "The Latin-American Issue".
Image: Y&R Peru's Flavio Pantigoso talks Press Lions in the new issue of Archive.
PR people from agencies, especially newly hired ones, sometimes ask me if an upcoming issue of Lürzer’s Archive magazine has a certain theme, for instance, Sports - so they can submit campaigns they might have done for a sportswear client.
Of course there is no theme as such in any of our issues. We feature what we consider to be the best new campaigns from any category independent of any overriding theme. We do have our hefty Specials "200 Best: Food & Drink" and "200 Best: Automotive", which you can you look at and buy here, which solely includes work that dates from the past ten years and that has previously already been showcased in the magazine. In our Specials, you can enjoy these images in a different layout and usually in a larger format.
Sometimes, however, themes impose themselves quite naturally - and unintentionally. Such is the case with our latest issue, Vol. 4/2013. We could have called it ‘The Latino Issue’ after the fact.
Of a total of 111 campaigns featuring in this issue, 43 come from Latin America, 24 of those from Brazil, five from Chile and Colombia, four from Peru, three from Argentina and one campaign each from Puerto Rico and Uruguay. That is equivalent to more than a third of all the campaigns in this issue.
Among the campaigns from Colombia is one which will make a splash as the issue’s cover – by Sancho BBDO for the water sold at the Exito chain of supermarkets. It was not us who picked that cover. You might remember that we took a poll on our Facebook page and the Colombian image came away with a staggering 4,800 votes.
The fact that the Latin countries had such an excellent showing this time is of course a reflection of their increasing excellence in creative advertising, witnessed at Cannes this year - a relatively recent development (if you discount Brazil and Argentina who can already look back on quite a long tradition when it comes to great influential ads).
And it was wholly by chance that Flavio Pantigoso, ECD of Y&R Peru, happened to be our main interview subject for the issue. When I first contacted him about the interview, I had no idea that it would appear in this issue so rich in Latin-American advertising.
Flavio was also a member of this year’s Press Jury at Cannes and, among other topics covered, you can also read his assessment of this year's print winners in Vol. 4/2013.
Finally - in the original sense of the term Latin – we have Riccardo Giraldi, who originally hails from Tuscany, Italy. The creative director at B-Reel Products in New York shares his favourite digital picks. Among the works he chose is "Jam with Chrome”, which Riccardo calls "... such a nice way to make music. It's simple, it works, and yet it hides so much complexity that only the smarter people out there could make it happen."