De la Cruz Ogilvy wins big at Effie Awards Latin America
De la Cruz Ogilvy won top honors at the 2025 Effie Awards Latin America for its “Glowing Relief” campaign, created for Alivia Health, Farmacias Plaza and Alivia Home Delivery.
The Puerto Rico-based agency received two Gold awards in the Healthcare and Crisis Response categories and a Silver in Marketing Innovation Solutions.
The campaign was developed to help older adults manage medications safely during power outages, a frequent challenge in Puerto Rico. It introduced glow-in-the-dark prescription labels to make identifying and taking medicine easier in the dark.
“Winning these awards validates that the most effective creativity is driven by clear purpose,” said Carlos Thompson, president of De la Cruz Ogilvy. “Our vision is to export talent and ideas that resonate globally. In a world overwhelmed by messages, our job is to help brands not only be seen but truly felt.”
Creative Director Sebastián Bullorini said the recognition highlights “purposeful creativity that truly changes lives.”
The project’s focus on community impact and health benefits, he said, reflects the agency’s belief that advertising can make a difference beyond business results.
Hilda Rodríguez, chief marketing officer of Alivia Health, said the campaign underscored the company’s mission to put patients first. “When trust meets purpose-driven creativity, the impact on community health and well-being is tremendous,” she said.
