Being a classic brand, it is always expected to go the extra mile in terms of surprise.

Can you summarize the key factors that allowed you to win gold?

Lucchetti, being a well-known brand, has both positive aspects and some challenges when it comes to being evaluated through its campaigns. The positive side is its long-standing track record in communication and its sustained success over time. The challenging part is that, since it is a classic brand, it is always expected to deliver an extra element of surprise. In that sense, the key may have been precisely the ability to surprise with this particular campaign, accompanied, of course, by the strong results achieved.

In addition, La América always stands out at the Effie Awards. What aspects of your work do you think contribute to this?

The agency has always been characterized by dedicating more time and energy than usual to strategy. However, the key is not only there, but in always thinking about it in terms of its ability to land in an impactful idea. There is no point in arriving at an excellent strategic approach if it cannot be translated into a concrete, clear, and interesting message. That transition between one and the other is very important.

What is the outlook for this year that is just beginning?

We are developing several projects in Mexico that generate a lot of excitement for us. The agency has more than enough talent and capability to keep growing. And, as every year, the focus is on doing our América: making advertising relevant to people again and, at the same time, making it work as a solid business for brands.