A team of 88 judges, representing communication and advertising agencies, selected the winners of the 96 trophies awarded at Luum 2024. The judges’ panel included Hope Nardini (Global Executive Creative Director, Grey U.S) Sam Haynes (Global Creative Director, Grey London), Bontu Yousuf (Program Manager, Centre for Nature and Climate, World Economic Forum, Switzerland), Francesco Grandi (Chief Creative Officer, Ogilvy UK), Raimundo Undurraga (Chief Creative Officer, VML Chile), Omar Fabián Jiménez (Chief Creative Officer LATAM, Studio X (WPP x The Coca-Cola Company), Marco Versolato (Chief Creative Officer, VML Singapore), Vasco Rocha (Chief Executive Officer Imagine DDB Mozambique), Laurence Hoenig (Head of the Creative Content Unit, Médecins Sans Frontières), James Fox (CEO, Havas London) and Oana Bulexa (CEO, Partner Publicis Groupe Romania), just to name a few.
The first round of scoring was followed up by a second round of judging, with a select committee of judges that gathered at the Hilton in Geneva, Switzerland on October 17, to select the winners of the festival’s four Grand Prix (GP). Edelman won two GP with its cases “Code My Crown,” for Dove/Unilever, and “The Wild Algorithm (Reset),” for Ampara. The other two GP were awarded to De la Cruz / Ogilvy (Puerto Rico) for “Car Parts for Life” for the Plaza Las Américas Mall and the Stefano Foundation for Organ Donation. “Car Parts for Life” was also named the Festival’s campaign of the year.
Edelman was also named Network of the Year, beating out VML, which won this distinction last year. The Peruvian agency Valor (2) was named as the Independent Agency of the Year, thanks to the five gold medals that it secured with its case “The Culinary Ranking For Good,” for Alicorp. TANK Worldwide of Canada (3) and Manifiesto of Spain (4) are also among the top 5.
Other networks with noteworthy scores were: Leo Burnett Thailand (7), McCann Panama, Paradais DDB (Ecuador), AG Partners Dakar Publicis (Senegal), HouseDentsu (Costa Rica), MAAD McCANN (Uganda), and VML HEALTH (Italy). Special Mentions are in order for Omnicom Public Relations Group (Spain), Publicis (Poland), Edelman UK (6), Leo Burnett Kuala Lumpur (Malasia), Ogilvy (Guatemala), and Havas (Spain).
Holding rankings are as follows: WPP (1st) +152 pts, Publicis Groupe (2nd) +56 pts, Interpublic (3rd) +56 pts, Omnicom (4th) +24 pts, Dentsu (5th) +16 pts.
Other standout independent agencies include: Joystick, FIFCO (5), Costa Rica; Darwin & Verne (8), Spain; Digitas (9), Peru; Inbrax (10), Chile; i-dac (11), Indonesia; and Tribeca Media, (13), Peru.
Check out the official list of Luum Awards 2024 winners:
GRAND PRIX:
Edelman, Madrid | The Wild Algorithm (Reset) | Ampara | Judy John Global CCO, Stefan Ronge EMEA CCO, Mattias Ronge EMEA CCO, Felipe Braz Costa ECD / Marcelo Conde Associate Creative Director Copy, Eiji Kozaka Associate Creative Director Art Direction, Albert Botelho Head of Art, David Pastor Graphic Designer / Valentino Fusco Account Manager, Nancy Weiss Senior Account Exec / Antoine Harary Global President of DxI, Thibault Moreau EVP Data Insight Lead, Matthew Sato EVP, Alastair Steele VP SEO Lead UK.
De La Cruz / Ogilvy, Puerto Rico | Car Parts for Life | Sebastián Bullorini / José Morales / Tanya de Jesus / Vicky Valdés / Heidi Vidal / Enrique García Thompson / Raquel Cordero / Nanel Rodríguez Innovation Director Carmen Díaz Production Manager Carlos Escriva Editor Javier De Bourg Head of Art Sergio Tirado Content Producer Axel Santiago Content Producer Joseph Rivera Content Producer | x2 Grand Prix
Edelman, United Kingdom | Code My Crown | Judy John Global CCO, Andrew Simon Global ECD for Unilever, Jamie George Cordwell Global ECD / John Wilds Associate Creative Director – Copy, Thiago Campos Associate Creative Director Art Direction, Albert Botelho Senior Art Director / Virginia Landau Senior Director & Global Client Lead for Unilever, Ashlie White SVP Multicultural, Stratakis Global Client Director, Anna Cantley Associate Client Director / Melle Hock CSO for US and Global Strategy Lead for Unilever, Alex Sullivan Strategy Director, Lucie Hackman Head of Production, Georgina Shann SVP DxI, Ashley Jamieson Project Manager
GOLD:
1947, Bolivia | Park Rangers
Edelman, United Kingdom | The Move to -15
Edelman, Madrid | The Wild Algorithm (Reset)
Edelman, United Kingdom | Code My Crown
Edelman, Singapore | Lifebuoy Diagnosticker
Edelman, New York | Allegra Airways
De La Cruz / Ogilvy, Puerto Rico | Car Parts for Life x4
i-dac Indonesia | Switch to Sign #AkuPakaiBISINDO
Joystick, FIFCO, Costa Rica | Unseen Goals x 4
The Leo Burnett Group, Thailand | Kubota’s Turn Waste to AGRIwear x2
Manifiesto, Spain | La soledad no se ve, se siente x2
Manifiesto, Spain | La Campaña Incompleta
Publicidad Comercial Mullenlowe, El Salvador | SURVIVAL MANUALS x2
Publicitarias.org, Ecuador | Pride Verified x2
TANK Worldwide, Canada | Speechlist x4
Tribeca Media, Peru | CIEN
VALOR, Perú | The Culinary Ranking for Good x5
X3M ideas, Nigeria | World Rainforest Day
SILVER
9 Días, Spain | Te doy mi corazón x2
AG Partners Dakar, Sénégal | Changing our habits x2
Agencia Sensei, Spain | Zero Waste Advertising – Find out the extraordinary in you
AQM AGENCY, Peru | Noticias que no deben existir
Arteaga & Arteaga, Puerto Rico | Código Diabetes
BeautifulBeast, United States | Sing the News
BeautifulBeast, United States | Foreign Announcer Radio Campaign
Boomerang, Morocco | ACT NOW BEFORE IT MELTS
Brandy Creativity & Technology, Costa Rica | Where are the women?
Buenosaires, Spain | Contratiempo-Setback
Castillo de If, Guatemala | The Corruption Monuments Tour x2
Darwin & Verne, Spain | IF NATURE COULD SPEAK… x4
De La Cruz / Ogilvy, Puerto Rico | Car Parts for Life
Digitas, Peru | Growing Hope x2
Digitas, Peru | Hola, soy Hein.IA x2
Ache, Mexico | S.O.S. 72 hours to save lives
HouseDentsu, Costa Rica | Manicure Against Cancer x2
i-dac Indonesia | Switch to Sign #AkuPakaiBISINDO
i-dac Indonesia | Talk Saves Life: Alodokter’s Talking Banner to Save Life on World Mental Health Day
Inbrax, Chile | Valuable Women x2
Inbrax, Chile | Unboxer of Prevention x2
The Leo Burnett Group, Thailand | Kubota’s Turn Waste to AGRIwear x2
Matix_ Ecuador | DESOLATION
Manifiesto, Spain | #LaCenaQueElegí x2
McCann, Panama | UNHAPPY MOTHERHOODS x3
Olístico, Peru | Be less human x2
Paradais DDB, Ecuador | UNCOMFORTABLE x3
Redbin, Philippines | Sleep Stunner x2
Republika Independiente, Costa Rica | 30 Seconds To Fight Vaping
Shernan Creative Collective, Spain | Invisible
TANK Worldwide, Canada | Speechlist
The Amazing Society, Sweden | Hear what’s not being said
The 3Hundred Agency, Argentina | ARTBIENTALISM
The Everglades Foundation, United States | Everglades Stories from Across the Watershed
Tribeca Media, Peru | CIEN x2
VML HEALTH, Italy | Not a lonely journey – Travel Guide Collection for SMA Patients
X3M ideas, Nigeria | Don’t Burn Their Future
Nexa Brand, Brazil | HEROES OF LIFE
MAAD McCANN, Uganda | The Game of change – End Child Marriage
Special Mentions:
Havas Poland / Publicis Worldwide Poland | Fishing for Data
Havas Creative, Spain | To Live with No Fear
Proof, Bulgaria | Tracks of Extinction
180 Heartbeats, Poland | The Graduate
Omnicom Public Relations Group, Spain | Fanáticos de lo Real