From Desachate to El Ojo de Iberoamerica

The investment, export, and country brand promotion agency, Uruguay XXI, will support the participation of the pieces awarded with gold in the Desachate Festival 2024 to compete in the next edition of El Ojo de Iberoamérica. This initiative seeks to project Uruguayan talent and creativity on the international advertising scene.

Desachate 2024, the renowned event organized by the Círculo Uruguayo de la Publicidad, took place at the emblematic hotel in Punta Ballena. Key figures from the advertising industry in Uruguay and the region gathered there for two days. Attendees enjoyed conferences, networking activities, and an awards ceremony that celebrated the sector’s most innovative, effective, and creative proposals.

Among the winners, eleven pieces received the coveted Golden Ball and stood out in various categories, from film and graphics to direct marketing and promotions. Agencies From, Havas Gurisa, Publicis, Ogilvy, DDB and VML were recognized for their exceptional work, setting a high standard of quality and originality.

Internationally, the Ojo de Iberoamérica is one of the most prestigious festivals in the industry, bringing together the best Spanish—and Portuguese-speaking creative talent. Participation in this event is an opportunity for agencies to showcase their creative capabilities and for Uruguay to strengthen its reputation as a hub of innovation and creativity in advertising.

“The initiative aims to highlight the quality of Uruguayan creativity by generating more recognition opportunities for Uruguayan agencies in the international arena, as already happened in the last edition,” said Uruguay XXI’s Creative Industries specialist, Omaira Rodríguez. 

Last year, the Uruguayan agencies Havas Gurisa and Wildfi demonstrated their creative excellence at the event, bringing together the best advertising in Ibero-America. This was the first time that Uruguay XXI participated in this event, supporting the registration of local advertising pieces in a joint effort with the Uruguayan Advertising Circle (Círculo Uruguayo de la Publicidad).

Uruguay XXI’s support for the free registration of these pieces underlines the country’s commitment to promoting its creative industries.

Get to know the pieces awarded with the golden ball at Desachate that will be part of the El Ojo de Iberoamérica 2024:

Film piece 

Capa is not Capa (El Observador) - DDB

Film Campaign + Media:

Podés comprarte un Canal de TV (Loterías y Quinielas del Uruguay) - Havas Gurisa

Graphic Campaign:

Paramount NS NOW (Nuevo Siglo) - Publicis

Public Road:

Leyendas (Palacio de la Música) - DDB

Leyendas (Palacio de la Música) from DDB Uruguay on Vimeo.

Ambient:

Carnicería (FNC) - Ogilvy

Content:

Chaleco Vs. Sin Chaleco (Banca de Quinielas) - Publicis

Actions on Digital platforms + PR:

The Uncrashable Tucson (Hyundai) - From

Marketing Directo y Promo:

Nativa sin IVA (CCU) - Havas

Innovación y Data:

Todos Somos Sub20 (Banco de Seguros del Uruguay) - VML