Campaign Diaries
Pablo Blaya and Pere Escobar: ‘Technology can accelerate an idea, but it cannot give it truth’
Goal: To illustrate a universal insight related to the brand.
Claim: Only three photos and one word.
Media: Advertising campaigns
Summary: Pablo Blaya and Pere Escobar, creative writers and team leaders at Oniria, shared their successful campaigns from 2025, highlighting McDonald's 'Impacientes,' which captures a universal insight, and other notable projects emphasizing local identity and community involvement in Paraguay.
Campaign Diaries
No Brand Diaries found.
Flor Carvallo and Andrés Quezada: ‘When a truly powerful idea exists, the size of the country or industry ceases to be a limit’
Goal: To create impactful advertising that resonates locally and globally.
Claim: When an idea is truly powerful, the size of the country or industry is no longer a limit.
Media: Various media channels including local insights.
Summary: Flor Carvallo and Andrés Quezada from Publicis Panama discussed the agency's notable achievements, particularly in 2025, including winning multiple Effie awards for McDonald's, Heineken, and Maggi. They highlighted the challenges of adopting AI to enhance client solutions while maintaining privacy. The success of the 'Big Ma' campaign for McDonald's was especially noted for its blend of local insights and universal storytelling, demonstrating the power of creative ideas regardless of geographical constraints.
Campaign Diaries
No Brand Diaries found.