Patricio Elfi, director creativo ejecutivo
We Believers shone at the U.S.H. Idea Awards as the biggest prize winner, with two Best Ideas, seven golds, one silver and three bronzes. The awards were presented at an evening ceremony on Friday, Oct.13, at Zenith Art & Fashion in Miami. Four golds went to the Volvo Survivor Sales Agents campaign for Volvo North Miami. The piece was named a Best Idea of the Year, and also took a bronze. The campaign features 12 testimonials by motorists who survived near-fatal car crashes thanks to their Volvos. With survivors doing the selling, the agency presented buyers with a new and important reason to choose Volvo, featuring safety as the key advantage instead of the flashy accessories that many buyers seem to favor. “There are two reasons we feel proud of this idea. The first is that we came up with a creative idea that puts new life into a sound sales message. Not even the best car salesman in the world can give a sales argument as powerful as the testimony of someone who is alive thanks to a Volvo. As an idea by itself, it has the great value of focusing on and updating the concept of automotive safety. Something which is not easy after several decades of good ideas around this benefit. In short, the power of the idea was first seen in how effectively it sells and builds the brand, and consequently in the jury’s decision to honor it with the Best Idea award,” said Gustavo Lauria, Cofounder and CCO of We Believers. Rejected for Pepsi/Burger King Argentina also won a Best Idea of the Year and three golds. “This award recognizes many talented people in the market. The idea of two great brands like Pepsi and Burger King being encouraged to develop the brutally honest theme of rejection, speaks of great teamwork. It’s also recognition of Martin Watson, Francisco Torti, Lucina Cabrejas and Federico Bonino, who all trusted the idea and We Believers” said Patricio Elfi, Executive Creative Director. AI Buddy to Vidax Center took a silver and two bronzes.
