The New York Festivals (NYF) Advertising Awards 2024 recorded impressive work of creative storytelling and innovation in entries. The event awarded outstanding entries with various awards such as Best of Show, NYF Grand, Gold Towers, Silver Towers, Bronze Towers and Finalists.
Scott Rose, President of the NYF Advertising Awards Competitions, highlighted the quality of work submitted. He acknowledged the super jury of senior creative leaders, curated by Javier Campopiano, the executive jury president, for sharing their passion for the work and intimate discussion.
Campopiano said the Best of Show selected by the 2024 Executive Jury is close to his heart as it relates to Argentina’s World Cup victory two years ago. “This piece embodies many of the elements we seek in Branded Content, grounded in genuine human insight and resonating with the emotions of an entire country,” he said. “There were many discussions in the room, and this piece exemplifies the power of branded content. It showcases amazing storytelling born from a hard truth, infused with beautiful humor and a narrative that you want to watch again.”
Mercado McCann claimed the Best of Show award for ‘Hotel La Argentina’, a short film about a humble hotel’s journey to earn a third star. The NYF Advertising Awards portal highlighted that after Argentina won the FIFA World Cup in Qatar in 2022, the nation celebrated by adding a third star to its emblem. And a year later, Argentina displayed the three stars everywhere, except at Hotel Argentina, a two-star hotel near Buenos Aires. As such, Argentina’s leading sports channel TyC Sports upgraded the hotel with new amenities to celebrate the World Cup’s anniversary and produced a short film that captivated the country.
Martin Mercado, Founder and Principal Creative at Mercado McCann Argentina, said Hotel La Argentina has the characteristic of being an idea anchored in football that doesn’t have any images that refer to it. “Stories with heart continue to have a place in people’s hearts, and there is no technology that can threaten that.”
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