Alma Makes History at Cannes Lions 2017

Agency sets new record for US Multicultural Agencies with 10 Lions plus 9 more Shortlisted.

As far as creativity goes in the ad industry goes, a Cannes Lion means the best of the best. In fact, only the top 2.5% of the best are awarded, and about 8% are shortlisted at the Cannes Lions Festival yearly. As the 2017 event concludes, Alma Ad will be taking home 10 Lions, setting a new record for the U.S. Multicultural Market.

Two campaigns from Alma for the global launch of Netflix’s Narcos Season 2 were the biggest winners. “Spanish Lessons”, a branded content series where the show’s stars became the tutors (teaching phrases you don’t exactly learn in Spanish class) made a killing with two Gold Lions, three Silvers, two Bronzes, and five additional shortlists. “Episode Leak”, the clever stunt where Netflix leaked their own premiere on Facebook Live – only to have Pablo himself cut in and threaten viewers for stealing – also received one Silver and two Bronze Lions. Two print campaigns, “Foot Shake” for Angel Bins and “Mops” for Pine-Sol, were also shortlisted in the Print & Publishing category.

“Our focus is to create innovative work that tells great stories for our brands,” says CEO and Creative Chairman Luis Miguel Messianu. “Being recognized at Cannes is more than just a validation of the creative standard we set on behalf of our clients, it is also important because nowadays we know that creativity has a significant impact on sales and ROI, as creative ideas break the clutter and move people.”

The new trophies now make 21 Cannes Lions that Alma has won in the last 5 years, and set the new Cannes record for U.S. Multicultural agencies. Alma also became the largest U.S. Hispanic agency this year according to the Ad Age Fact Pack, and is the top creative agency in its market according to the prestigious Crema Ranking by Ad Latina.

“It’s a thrilling time for Alma,” says Messianu. “You’ll see agencies experience substantial growth, and you’ll see agencies gain creative momentum, but it’s rare to see an agency accomplish both at the same time. I am proud and humbled, not to mention grateful to work with the dedicated Alma team and the outstanding clients who make this kind of work happen.”

The full list of awards is as follows:

Netflix “Spanish Lessons
Gold – Direct Lions – Use of Social Platform
Gold – PR Lions – Content-led Engagement & Marketing
Silver – Promo & Activation Lions – Media & Publications
Silver – Promo & Activation Lions – Launch/Re-launch
Silver – Media Lions – Use of Branded Content
Bronze – Direct Lions – Low Budget/High Impact Campaign
Bronze–Cyber – Web Campaign, Media & Publications
Shortlist – Promo & Activation Lions – Low Budget/High Impact Campaign
Shortlist – PR Lions – Costs/Creative Performance PR Campaign
Shortlist – Cyber Lions – Media & Publications
Shortlist – Cyber Lions – Community Building/Management
Shortlist – Cyber Lions – Influencer/Use of Talent

Netflix “Episode Leak
Silver – Promo & Activation – Use of Social Platforms
Bronze – Entertainment Lions – Innovation in Brand Experience
Bronze – Cyber Lions – Innovative Use of Social

Pine-Sol “Mops
Shortlist – Print & Publishing – Household Cleaning Products

Angel Bins “Foot Shake
Shortlist – Print & Publishing – Photography