David Sable, global CEO at Y&R, spoke to PRODU about his experience as Creative Data jury president. He stated that the winning pieces were those that conveyed integration between data and story. They rewarded how brilliant and creative the use of that integration was. We are very proud to award the SOS SMS Mexican Red Cross campaign made by Grey México. The campaign is based on text messages and won in the Creative Business Data Strategy category. We thought that making a campaign based on sms, which is the lowest form of technology was a very brilliant idea. And that inspired us all, because we do think it is something that can change the world. It was not simply about smartphones or Apple watch, but about simple text messages that can change they way you relate with the world”.In his opinion, the LatAm market should feel proud because the strategy they developed can help other agencies worldwide, not just at a digital level, but as any other innovation. “We are not just talking about digital data, but about creativity, innovation, brilliance and application to different topics”.He acknowledge the work carried out by LAPIZ, which made the shortlist for #SendBadLuck, and qualified it as a great step by the agency.
