Alma’s “Play” Generates Light – and Multiple Recognitions – in Top Industry Awards

Miami-based advertising agency Alma received top honors at three prestigious industry events in recent weeks – including the New York Festivals International Advertising Awards, the U.S.H. Ideas Awards and the Hispanic Ad Account Planning Excellence Awards.

The agency won a Silver World Medal for State Farm’s “Play Today, Illuminate Tomorrow” campaign and a Bronze World Medal for the Rosetta Stone “Mistakes” campaign at the 2012 New York Festivals show, a 55-year-old global advertising competition. The creative team recognized by the awards is led by Luis Miguel Messianu, President and CCO, Diego Yurkievich, SVP Executive Creative Director, and Hernan Cerdeiro, VP Group Creative Director.

“Awards help us attract great talent, talent that ends up working for our clients. Diego and Hernan have done a great job at leading the transformation that will help both Alma and our clients’ brands get to the next level. We are feeling very proud and the integrated teams are already making a difference,” stated Messianu.

A day later, Alma garnered four “brain trophies” at the U.S.H. Ideas Award’s Gala, organized by the U.S. Latin Circulo Creativo. Once again, State Farm’s “Play Today…” digital platform and Rosetta Stone ‘s “Mistakes” were recognized, as well as Hidden Valley’s “Dress it (Salad)” print work.

The 2012 AHAA (Association of Hispanic Advertising Agencies) Conference also gave Alma a Bronze prize for the State Farm case “Play Today, Illuminate Tomorrow” at the HAPE Awards (Hispanic Account Planning Excellence) and a Special Mention for the case on McDonald’s “Mango Pineapple Burst.”

“The recognition is great because it’s like a lighthouse, showing us we’re heading in the right direction,” said Diego Yurkievich. “It also helps to give incentive to the teams. We know we still have more to do, but it’s more fun when you know the hard work is paying off,” added Hernan Cerdeiro.

State Farm’s digital campaign “Play Today, Illuminate Tomorrow” was developed by Alma in partnership with marketing agency TMA. The core concept was to allow State Farm’s soccer fans help “bring a light of hope” to poor communities in their native countries simply by indulging their passion for the sport. Fans donated hundreds of innovative sOccket balls (soccer balls with a lamp that plugs directly into it) to these communities by participating in an interactive platform that racked up energy points on behalf of people with little or no access to electricity. For each minute of play, more “virtual minutes of light” were donated and capable of powering Latin American communities without electricity.

Rosetta Stone’s “Mistakes” print and OOH campaigns relied on the humor of the inevitable malapropisms created while learning a new language. Three executions featured a cat, duck, or dog in amusingly literal illustrations of misstated phrases. For instance, one of the ads showing a cat embedded into a table reads: It’s not in the table. The cat is on the table. Rosetta Stone – It’s time to think in English.

For Hidden Valley Ranch, Alma created a campaign to prove that Hidden Valley’s Original Ranch flavors are the dressing of choice. “Salad,” the winner piece, portrays a pixelated bowl of salad protecting its anonymity. Without Hidden Valley dressing, salads are flavorless. It’s like vegetables are naked.

Alma has also been honored as the only Hispanic agency included in the Advertising Age Agency A-List in 2010 and in 2012.