The Grand CUP award goes to Doctors without Borders from Germinal Comunicación, Spain
The Grand CUP at the International Advertising Cup has gone to the “Pills against the Others Pain” campaign for Doctors without Borders by Germinal Comunicación from Spain.
The objective of the “Pills against the Others Pain” campaign was to encourage the people of Spain to fight against forgotten diseases such as kala azar, chagas, sleeping sickness, tuberculosis, malaria or infantile AIDS.
The Pills against the Others Pain are 6 mint caramels, which were distributed only through pharmacies at €1 price. Each of the six mint sweets represents the six forgotten diseases at which the initiative was aimed and the money made was used to finance projects by Medécins Sans Frontières for the treatment of these ailments.
The main TV spot was starred by Luis García Berlanga (famous Spanish film director), but many others on which artists, athletes, and several famous people encouraged to buy the remedy against the pain of others, were also broadcasted.
Overall the CUP jury selected 126 nominees; 53 from ADFEST, 22 from FIAP, 34 from ADC*E and 17 from Golden Drum. 9 Cup trophies went to Asia Pacific agencies, 7 cups to Ibero-American creatives, 12 cups to European agencies selected by ADC*E and 6 cups to agencies whose work has entered the competition by winning at Golden Drum.