FIAP 2002 proved highly emotional and passionate. While to fluctuating fortunes traditionally form the backdrop to the reality show called Latin America, the drastic and rapid drop in Argentina's fortunes inevitably dominated talk at the festival. The awards themselves were secondary to discussions and presentations revolving around turning a crisis into an opportunity. (see Melon-choly Argentina, pg. 63).

And overcoming the initial hiccup of Pablo del Campo of Del Campo Nazca Saatchi & Saatchi's mysterious and premature departure from the jury, president Dario Lanis' somewhat tongue-in-cheek comment "survival makes you stronger" summed up the defiant determination of many participants at this year's showcase of Latin creative talent.

Meanwhile, decisively proving crisis to be the mother of invention, Argentina's outstanding creative talent garnered the lion's share of trophies at this year's FIAP. The heap of 12 Argentinean golds vindicated an impossibly difficult year for Argentina, while the remaining gold awards were distributed six for Spain, two for Mexico and one for Brazil respectively.

After exhaustive discussion, the 20-strong jury awarded the trophy to the "Yawn,"created by Agulla & Baccetti/ Lowe, Buenos Aires, for Telecom. Giving special credit "for its emotional impact even on repeated viewing," this multi-premiered spot (Golden Lion Cannes 2001, Clio 2002) is the story of a spontaneous chain of communication starting with a girl leaving a night club yawning - seen by the bouncer who starts yawning, passing it on to a passing garbageman on through to a policeman, etc. "Yawn" was shot in the streets of Buenos Aires by Fabian Bielinski of Argentina Cine (Palomar in the US) whose debut feature Nine Queen is currently enjoying international accolades.

Piped at the post was "For Everyone," created by McCann-Erikson for Coca-Cola, Buenos Aires, directed by Charlie Mainardi of Mainardi Imagines. Strung around 50-odd simple graphic images such as a Coca-Cola top doubled over to form lips with the voiceover intoning "for those who kiss," a long playing record with a Coca-Cola center "for the musicians," the campaign was given a special jury mention "for maintaining the product as protagonist while linking it directly with all its different consumers."

Other Argentinean gold highlights included "Giorgio" for Axe deodorant from VegaOlmosPonce, Buenos Aires. Directed by Diego Kaplan of Wasabi, Buenos Aires, the spot featured a rip-roaring battle between two rival pizza spinners to attract the most palpitating girls.

CraveroLanis Euro RSCG, Buenos Aires, pulled gold with a story of Father Christmas, who grounded by ailing reindeer and facing the approaching deadline of Dec. 25, is rescued by a soda deliveryman. Fronting the lead-up to Christmas viewing on Artear/Channel 13, Argentina, the campaign was directed by Daniel Bohm of Bohm Cine, Buenos Aires.

The jury registered agreeable surprise in the much-improved standard of Chilean entries typified by JWT, Santiago, "Valentine's Day" for Rosen mattresses. Chilean Rodrigo Gomez Fuentes of IDB/FCB Santiago chalked the improvement up to the effect of democracy and stability in the region.

Spain's Siscu Molina of Tiempo BBDO Barcelona acknowledged the lower than usual number of Spanish entries, which he attributed to 20% reduction of budgets in Spanish companies this year. Nevertheless Spain walked with six golds including the public's favorite "Naked Lady." Produced for Imagen/Banco Alimentos by McCann-Erikson Spain creatives Marcos Garcias and Juan Nonziolli, the spot shows scandalized passers-by watching a naked lady rummaging in a trash can, posing the question - What do they find so shocking?

In marked contrast, jury members commented on the positive glut of Mexican entries - 203 as compared to Argentina's 163 and Spain's 167 in the TV section. Urging a more discriminating selection of festival entries, Columbian jury representative Camilo Pradilla Nunez of McCann-Erikson Corporation humorously observed "Mexico's the one that's going to have the most difficult time as it's the only one not in crisis. When all the rest (of South America) are playing in one field, Mexico is on another planet."

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