Innovation, entertainment and talent in a Genie de traca
The Vocento awards break record participation in Valencia during a thirteenth edition marked by leisure, inspiration and the most creative advertising campaigns of the year
Without fear of contagion of any kind, the Genios de Vocento appeared in Valencia to star in the thirteenth edition of these awards in which the main protagonist was the entertainment industry. On a week before the Fallas, the City of Arts and Sciences in the capital of Turia dressed up for the spectacular mascletà that had prepared this year the distinctions that recognize the most creative campaigns, agencies and advertising brands in the year. The awards, promoted by CMVocento with the strategic advice of SCOPE, this time had a record number of registrations in its thirteen years of history, with a total of 320 works to add to the history of 2,188 pieces presented. The next call will be held in March 2021 in the city of Valladolid, so it will be El Norte de Castilla who takes the witness of Las Provincias as host.
The annual meeting began on Wednesday at the Veles e Vents de la Marina de Valencia with a well-attended welcome cocktail in which attendees highlighted the impact of this new edition of the awards, “the best in history,” according to the counsellor. Delegate of the Vocento group, Luis Enriquez, who highlighted the normality of celebrating «this great event» despite the collective hysteria over the coronavirus outbreak. Rafa Martínez de Vega, CEO of CMVocento, also spoke a few words, in which he highlighted the strength and prestige of the awards as well as the presentations that would take place a day later and in which experts from all areas of entertainment would explain his way of understanding innovation.
The always inspiring day began early on Thursday morning in the imposing setting of the architectural complex designed by Santiago Calatrava and Félix Candela. Throughout seven presentations, experts in different disciplines showed how the entertainment sector is in continuous transformation and how innovation, whether thanks to technology or the power of creativity, is a crucial differentiating element when selecting our leisure and get excited.
Refreshing talks, full of positivism and intelligence. Artist Harry Jeff spoke about the power of the voice coupled with artificial intelligence, a whole beatboxing show that raised attendees to the most rhythmic applause in the morning. And laughs almost at lunchtime with chef David de Jorge and his presentation. This conversation hung between the gastronomic and the personal, seasoned with anecdotes and home videos from the television ‘Robinhood’. They were the dishes that would lead to Alex Pina’s dessert, the last to intervene. The creator and writer of La Casa de Papel did not count spoilers and told a success story that began in failure to end awarded with the Blue Genius while the classic ‘Bella Ciao’ was playing.
After the enthusiasm, the gala was held in one night with the humour of the comedian Dani de la Cámara, who congratulated the attendees for “not being afraid of the coronavirus” and having planted in Valencia to reward the most brilliant works of the year in terms of advertising. Correos was the great winner of the night with the recognition of distinctions that represent a unique recognition in the industry. For them it was the Grand Prize for Innovation in Marketing, Communication and Media Use for their #YoMeQuedo campaign, in which it pays tribute to Spain emptied with an ode to the inhabitants of rural areas and which has been developed by the agency BBDO and Arena Media counterpoint.
Burger King, Sony, Iberia, MásMóvil, as well as the agencies Ogilvy, TBWA, FCB & Fire or David The Agency, were also awarded as the most creative advertisers of the year in an edition that has been sponsored by Mediacom and Kia.