Dls/ creates the FestVideo 2023 campaign

This year, our team received the honor and the challenge of embracing an innovative project: creating the call-for-entries campaign for FestVideo 2023. Held annually by the Associação Paulista de Propaganda (APP) since 1990, the event is part of the advertising industry's official awards calendar and is recognized as one of the most relevant prizes for professionals in the field.

Among its main purposes, FestVideo prioritizes encouraging talents who seek to innovate through creativity and technology. Focused on audiovisual pieces, the award celebrates work that efficiently combines technical quality, originality and client results, energizing the innovative potential of advertising agencies, video production companies, advertisers and advertising students.

When we received the proposal to develop the call-for-entries campaign for FestVideo 2023, we quickly saw the need to dive deep into the festival's purposes and into the best way to make its invitation to take part even more attractive. Our team dedicated time and study to this, which resulted in a campaign that was quickly understood by the target audience.

For Natalia Caroline, account manager at Dls/ Comunicação, the project was challenging, mainly because of the weight the APP Ribeirão name carries. “In the briefing meeting, we were given the goal of increasing people's interest in entering the festival, while also conveying the brand's credibility and stature. With that in mind, we sketched out several ideas until we reached the final concept, which combined humor with the need to highlight the importance of an award of this caliber. That's where the tagline ‘Proud to show it to everyone’ came from,” she explains.

Alison Moreira, head of the creative team at Dls/ Comunicação, says that taking part in the development of the FestVideo 2023 campaign was a rewarding opportunity. “This job was a true gift for the team, especially for the creatives. The tagline came from an idea built by many minds. Without the whole team's collaboration, we wouldn't have achieved the same result,” says Moreira.

Ricardo Valera, art director at Dls/ Comunicação, agrees that creating the campaign for FestVideo 2023 was a great privilege. “Even before receiving the brief, I already imagined the creative freedom would be huge and that we could really ‘go wild’. That's every advertising professional's dream, so we were very excited. In the meeting with the team, ideas were bubbling up, and I believe everyone felt the same, because we threw all kinds of ideas on the table during the brainstorm,” he says.

For Vinicius Nunes, also an art director at Dls/ Comunicação, the creative process was a lot of fun. “We were talking about how we at Dls/ treat our trophies, and the idea came up of speaking of them as our ‘babies’. From there, a thousand and one ideas emerged for rolling out the campaign. The goal of the main tagline was precisely to show how much affection we have for the award and to spark the same feeling in the other agencies and production companies, since we are one of the most awarded agencies in the region,” says Nunes.

For Verônica Martin, social media professional, copywriter and work enthusiast at Dls/ Comunicação, the mission further proved the team's excellence. “Challenge and gratitude were present throughout the process, since this was my first experience as an advertising copywriter for an event of this magnitude. This is one of those opportunities you grab firmly and give yourself to completely, and this is the result: a spectacular campaign!” she says.

And beyond creativity, the campaign also delivered great results for FestVideo entries, as stated by Toni Valente, creator and organizer of the festival. “Dls/ Comunicação was chosen for the 2023 edition's campaign because of the agency's creative profile and because it is a modern, bold and innovative company, as well as one of the most awarded at APP festivals. And it was a success! We saw a 10% increase in the number of entries,” he says.