The DDB Latina Puerto Rico advertising agency recently nabbed a Gold Lion in the Outdoor category at the prestigious Cannes Lions international creativity festival for the “Last Meal” campaign created for Amnesty International. The agency also received a Silver Lion in the Public Relations category for the initiative “The Morning After Pillow,” for Unilever’s Axe.
DDB created “The Last Meal” campaign to support Amnesty International position against the death penalty in Puerto Rico.
“The strength of the campaign was the creation of an emotional connection with the audience by presenting a tray with the last meals of five wrongfully executed men in the United States,” said Enrique Renta, DDB Latina Puerto Rico’s chief creative officer.
The traditional and digital media campaign moved thousands of people to sign a petition addressed to the U.S. Attorney General, which exceeded the organizations’ expectations, and influenced the rejection of capital punishment, as proven by recent opinion polls and judicial decisions, the agency said.
As part of the campaign, the message was reproduced in trays in restaurants at mall food courts, which earned DDB a Bronze Lion in the category of best use of media.
On the other hand, the creativity of the DDB team was also acknowledged with a Silver Lion in the public relations category for the viral initiative “The Morning After Pillow,” designed for Unilever’s Axe body spray.
“This effort shows the power of social creativity to connect the consumer with the brand’s essence and our focus to create share value, with content that motivates audiences to share it, becoming the message spokespersons,” said Edgardo Manuel Rivera, vice president and managing director of DDB Latina Puerto Rico.