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El Ojo de Iberoamérica is fast approaching and that means (aside from the Latin American advertising community franticly getting their work submitted) a treat of a commercial from the festival. This year's execution delights from the outset – introducing us to ChinChin, the wrestling cholita that proves that "if you are a local hero, you can be global hero."

From agency Santa Clara and production company O2, the spot tells the story of a wrestling cholita – i.e. women that fight in rings in Bolivia – who travels to Buenos Aires to participate in El Ojo Morado (The Black Eye), a competition that gathers the best wrestlers in Latin America. With no recognition in the beginning, the mighty ChinChin ends up conquering the whole region becoming a global hero. Alongside promoting the global hero motto, the campaign also announces the final deadline to register the best ideas, works and cases in El Ojo de Iberoamérica - September 25.

We loved the spot and were curious to hear more about the festival, so sat down with festival President Santiago Keller Sarmiento to chat all things El Ojo.


What is El Ojo, to the uninitiated?

El Ojo is the most important Latin creativity festival and event, and therefore one of the most innovative worldwide. It is a space to recognise the best ideas and professionals within Ibero America and also a unique showcase of debate, inspiration and training among the brightest minds of global creativity and innovation. During its three days in the beautiful city of Buenos Aires, more than 3000 people participate, network and get motivated with the cycle of conferences, workshops, exhibitions, artistic events and recognitions that take place during the Festival. It is a meeting spot for the best Latin and international talent, every year attracting the best professionals in the industry and those who will be in the future.

The festival's ad campaigns are always a treat and this year's is no exception. How did you come up with the idea for ChinChin, the wrestling cholita?

One of the things that differentiate El Ojo is that it goes beyond advertising, marketing, entertaining and innovation - as we claim: El Ojo, Goes Further. The main goal of the Festival is to take the thinking and the creativity further. For that reason, the campaigns always have an approach that goes beyond advertising and its objective is to build identity, community, self-esteem and a different look that adds to a better world. In this sense, ChinChin's story is a tale of overcoming obstacles and standing out, with an original approach. If you are a local hero you can be a global hero – something we really believe as Latins, because we want to nurture the world and its culture to make it richer.

Talking specifically about the campaign, it was created once again by Santa Clara, an innovative, creative, cutting-edge Brazilian agency that have been with us for many years now. The idea came from Fernando Campos, the CEO of the agency. The whole team worked on the idea, thinking about it as a continuation of the campaigns they've produced for us in the last years. The campaign was produced by O2 Films, directed by Marcus Alqueres, who shot in Bolivia and edited in San Pablo.

The graphics were produced in Brazil and the illustration was done in Peru by the agency Ruta Mare. The audio and music were from DaHouse and soon we'll be releasing a 'Chinchin, the Fighting Cholita' videogame from the site www.lachinchin.com.

As you can see, it is a real campaign created and produced regionally. The credit for the idea is all Fernando Campos and his agency Santa Clara. As he said, for two years now Santa Clara has established the tagline of 'Latinos. We are all over the fucking place' for El Ojo - a concept that is getting stronger every year.



When it comes to these shorts, do you have a concept and give it to Santa Clara / O2 to create or is it developed more organically?

We considered the philosophy of the idea, the festival, our perception by world and where we want to place Latin talent. From this conversation came the ideas of Fernando and his team. They've known us for years and they know our approach, so we gave them a lot of freedom in the development of ideas.

Where did you find your lead? She looks like she's pretty handy in the ring.

The lead actress is a real wrestling cholita called Jenny Mamani who is having a moment of international fame with this campaign. It's an amazing find from the production company. In Bolivia, fighting cholitas are a tradition. Obviously after El Ojo's ad campaign, she'll have a career as an actress. I even think that she was called to shoot a film in August after the work she did with us.

With a tagline like "Latinos, We are all over the fuckin place", you pretty much set the tone for the power of the Latin America advertising community. How does it feel to be able to show it off every year?

We strongly believe that Latin America is a region with an incredible talent in every aspect, as its approach and culture is a breath of fresh air for the world. Not surprisingly, Latins are becoming more present in popular fields all over the world - from sports, science, arts, advertising, politics and even within the Catholic Church (an Argentinean Pope renewing one of the oldest institutions in human history). All are adding their vision and original solutions. We like to think we also do this in communication. To demonstrate this within the communication of the Festival itself is a challenge, a very big requirement. Sometimes the risks are high and we may not always be understood, but we believe in what we do and we want to keep doing it. Results are telling us that we are on the right track.



What can we expect from this year's festival?

We will be recognising the best ideas from the region (that are no doubt are some of the best on the planet!). It is likely that many of them – as it has been throughout the years – will be awarded in other festivals like Cannes or Clio as the season goes on. We will also have access to brilliant minds such as Bob Greenberg, Nick Law, Rob Reilly, Goeffrey Hantson and Nizan Guanaes. Added to this is the presence of a new generation of outstanding minds from the region and the world - not only in creativity but also in marketing, innovation, advertising production and content.

Everyone who wants to watch last year's clips can do it by going to www.elojodeiberoamerica.com.

How can people get involved?

Until the end of September there is time to enter Latin American work - any work, campaign or cases created in any part of the world and for any market, as long as a Latin person took part and had a relevant role. This allows the hundreds of Latinos that today are in relevant positions in agencies, and production companies throughout Asia, Europe, Oceania or Canada, to also be recognized by El Ojo.

The awards, conferences, workshops, exhibitions and parties will all take place in November (4th, 5th and 6th) in Buenos Aires. Everyone is invited to experience and share in three days of training, pure inspiration, surrounded by the most creative and renowned personalities of the industry.

It's an experience that is worth having!