Winners & Shortlists


Entrant Company CHEIL SPAIN Madrid, SPAIN
Advertising Agency CHEIL SPAIN Madrid, SPAIN
Name Company Position
Paulo Areas Cheil Iberia Executive Creative Director
Ricardo De Santiago Cheil Iberia Creative Director
Alvaro Rodriguez Cheil Iberia Creative Director
Isaac Maroto Cheil Iberia Creative Technologist
Jose Venditti Cheil Iberia Creative Technologist
Roberto Torres Cheil Iberia Technology Director

Creative Execution

The solution was to develop a special code, capable of encrypting content inside the photos, and therefore, adding more significant content to a downloaded image. This code was able to hide audio, video, or any other information "inside" the LatinStock images. The launch of this new format was a campaign about domestic violence in Spain, where user could find out what happens inside Spanish homes pictures and react to it. The theme of the campaign was meant to generate conversation, not only about the violence, but also about the innovative way of "entering" an image

The campaign used only the codes, images and platforms that already belong to the client. No app or instalation was needed, what means that with no cost, the number of image downloads during the campaign went up more than 300% but more importantly, it generated a huge media coverage, discussing not only the polemic campaign theme, but specially the innovation and originality on the new format, and all the possibilities it could bring to that image bank business.

With the evolution on communication and the easier access to online images to the general user, Latin Stock and Corbis wanted to reach both, editorial and creative targets, and highlight the unlimited possibilities that only Corbis/LatinStock images could offer. To do so, they need to prove that their product was better than a regular web picture, and that this difference can be noticed on the final result of an editorial or creative work The campaign was meant to reach an editorial target and creative fields in Spain, and position the brand back into target´s mind. Instead of creating only a campaign, the agency looked inside the clients product, to see how they could deliver a better solution to the consumer. We didn´t only say that our client had images with better content, but actually deliver this better content, so the consumer understand the difference from a regular image and the real value behind a real image.