Alma DDB Wins Big Award for Making "Mistakes"

Alma only U.S. Hispanic agency to win in global marketing awards show

Dec 04, 2012, 16:06 ET from Alma

MIAMI, Dec. 4, 2012 /PRNewswire/ -- Alma's award-winning Rosetta Stone campaign was honored once again at an international competition, this time by the Epica awards show.

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Epica, a top European awards show for the past 25 years, expanded to a global competition in 2012. Alma was the only U.S. Hispanic agency to place, with a bronze award in the "professional products and services" category for its Rosetta Stone  print campaign "Mistakes."

The "Mistakes" campaign relied on the humor of the inevitable malapropisms created while learning a new language. The three executions featured a cat, ducks, and a dog in amusingly literal illustrations of misstated phrases. For instance, one of the ads which showed 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.

The campaign previously won awards at the 2012 New York Festivals show, a 55-year-old global advertising competition and at the U.S.H. Ideas Award's Gala, organized by the U.S. Latin Circulo Creativo. The creative team behind the campaign included senior copywriter Julian Milanessi and senior art director Hernan Pettinaroli and was led by Hernan Cerdeiro, VP Group Creative Director, Diego Yurkievich, SVP Executive Creative Director and Luis Miguel Messianu, President and CCO.

"We feel very proud to have received such honorable recognition on an international stage," said Messianu.  "Diego and Hernan have inspired our creative team to keep on pushing the creative envelope to not only bring new ideas to the table, but to tell a story that connects people with the brands we work with."

The Epica Awards has been one of the top award shows in Europe for 25 years. This year, Epica has become a global show receiving thousands of entries from companies in 62 countries. Alma's parent network, DDB, was the most successful agency network with eight gold and a grand prix from seven different countries.

Award winners consistently presented strong campaigns that featured great storytelling, humor and universal human truths. The awards are judged by journalists representing the trade press; 41 specialist titles and websites from 34 countries.

The Epica awards ceremony and International Creative Conference will take place in Ljubljana, Slovenia on January 25, 2013.

About Alma 
Founded in 1994, Alma was named Advertising Age Agency A-List in 2010 and 2012.   This year, Luis Miguel Messianu was named the most influential leader in Hispanic advertising in the last 20 years at The Internationalist's Latin American 100 event. Alma's other clients include McDonald's, State Farm, Clorox, Tobacco Free Florida, Kingsford, Exxon Mobil, Rosetta Stone, Cricket Wireless and McCormick, among others.

Daniella Biffi
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