Puerto Rican agency de la Cruz & Associates (DLC) won a Silver Lion at the 2019 Cannes Lions International Festival of Creativity in the Entertainment Lions for Music category for its campaign "Giving Songs.”
The participation on the competition also gave DLC four shortlist in four categories.
The winning campaign was an initiative produced to promote the international day of collaborating with social causes known as #GivingTuesday, a global and non-profit movement that encourages and multiplies the good actions of people, organizations and companies.
DLC, affiliate of the Ogilvy network, also ranked among the 20 most creative agencies in the network worldwide, was ranked 1st of Puerto Rico agencies in Cannes and placed among the first 35 Ibero-American agencies in Cannes Lions 2019. The results obtained at Cannes Lions 2019 gave Ogilvy recognition as the Latin American Network of the Year.
"Four finalists and one Lion! We are proud to see the result of work done with dedication and desire to achieve more and better results. It is also a great achievement to be recognized among the 20 most creative agencies of Ogilvy worldwide. We appreciate Giving Tuesday’s trust. They received our ideas with great enthusiasm. The result is one that motivates us to continue to achieve more”, said Carlos Thompson, president of DLC.
The campaign highlights the fact that twenty-seven of the top 100 most watched music videos on YouTube are by Puerto Rican artists. The movement created by "Giving Songs", led by recognized artists, offered visibility to positive actions and invited to help in different ways such as donating time, talent, services or economic donations, among others.
"Receiving recognition in Cannes is an honour and is the result of a great team effort between the agency and the client that has given us a Silver Lion. With Giving Tuesday, we showed that the most effective way to deal with a problem is to let it be seen; give it visibility. Towards that is that "Giving Songs" was directed. We looked for ways to expose these needs in a different way, and we managed to receive the support of several artists and people who joined this movement that seeks to continue growing internationally”, said Rafa Reina, creative director of DLC.
To achieve this, artists such as Zion & Lennox, Cosculluela, Black Guayaba and Vivanativa, among others, changed the title of their videos on YouTube for a day for names of non-profit organizations and special causes, inviting to donate and reinforcing the message through #GivingTuesday. The campaign also had the purpose of inviting to make a difference that would contribute to a better Puerto Rico.
"Giving visibility to the needs of non-profit entities and special causes in Puerto Rico was a winner strategy for the success of our work. At Giving Tuesday we are more than grateful to have the social commitment of our agency de la Cruz & Associates. The Lion they have won validates the vision and effectiveness of their initiative. It motivates us to move forward to continue opening doors to collaborations that generate social wellbeing", said Roberto Soto, Global Representative for Puerto Rico, Giving Tuesday.
DLC was recently recognized with three gold awards at the SME Digital Awards 2019 for "Giving Songs" in the categories of: Best Social Media Campaign, Best Social Responsibility Campaign and Best Use of Content Marketing. This was the first time that DLC participated in the contest obtaining a total of eight finalists. The agency, also, won four Cúspide awards: two bronze awards in creativity in the Digital-Social/Best use of influencers and Media-Use of media/Digital and social categories for "Giving Songs"; and, two silver in effectiveness for SuperMax Online.