VML LATAM Sweeps El Ojo de Iberoamérica 2025

El Ojo de Iberoamérica is one of the most important creativity festivals in the Spanish-speaking world. For over 25 years, it has recognized the best ideas, campaigns, pieces, and talents in the region, featuring an international jury and categories that combine craft, innovation, data, creativity, effectiveness, and purpose.

In the 2025 edition, VML LATAM achieved one of the industry's most robust performances, with results that consolidate the network's leadership in various countries and demonstrate the power of its ideas, its creative consistency, and its ability to deliver real value to brands and culture.

The "Best Agency" award in Argentina went to VML Argentina, which also took home the "Best Creative" award for Daro González/Rafa Quijano, Chief Creative Officers of VML Argentina. Similarly, the "Best Agency" distinction in Uruguay went to VML Uruguay, which also garnered the "Best Creative" award for Raphael Barthaburu, Chief Creative Officer of VML Uruguay.

The awards are a consequence of something much bigger: unity. It was an incredible year for VML LATAM at El Ojo de Iberoamérica. Uruguay shined with two Grand Ojos, Brazil secured another Grand Ojo. Argentina and Mexico added Golds that fill us with pride. But beyond the awards, what truly defines our region is how we achieved it: by working together,

Luis Madruga Enríquez, Chief Creative Officer of VML Latam

A look at the most outstanding results from each region:

Uruguay:

2 Grand Ojo | 3 Gold | 6 Silver | 2 Bronze

Uruguay became one of the festival's protagonists thanks to the “The Rewards Bag” case for TATA, which swept virtually all categories it entered.

Learn about the case-The Rewards Bag

Brazil:

1 Grand Ojo | 2 Gold | 2 Silver

Led by The Shakespeare BIC (BIC)

Learn about the case-The Shakespeare's BIC

Argentina:

5 Gold | 4 Silver | 3 Bronze

Argentina concluded an outstanding festival, with two major protagonists: “Game Guardian” (Movistar) secured 3 Golds and 4 Silvers, and “Absurd Promises” (ASDRA) earned 2 Golds (Specials). Undeleted (Dove/Unilever) took home 3 Bronzes.

Learn about the case-Game Guardian

Learn about the case-Absurd Promises

Learn about the case-Undeleted

Mexico:

2 Gold | 4 Silver | 14 Bronze

Mexico was one of the markets with the highest total number of metals. “Dancing Washers” (Whirlpool) took home 2 Golds, 4 Silvers, and 10 Bronzes, while 4 Bronzes went to “When You’re Not Here” (Whirlpool).

Learn about the case-Dancing Washers

Learn about the case-When You're Not Here

Chile:

1 Silver | 3 Bronze

Garnered by “Don’t Stop Motion” (Cenabast).

Learn about the case-Don’t Stop Motion

During the conference, Daro González and Rafa Quijano delivered a talk titled “The Idea Always Comes First,” where they reflected on the true value of ideas in the age of Artificial Intelligence. Before a packed room, both creatives challenged the deterministic view that predicts AI will replace human work and defended its role as a tool that enhances, accelerates, and expands the creative process, but should never impose itself above human sensibility.

Through cases such as “Absurd Promises” for ASDRA and “Undelete” for Dove, they demonstrated how technology can complement a great idea, but not replace it: the core remains creative thought, emotions, and the ability to connect with people.

VML LATAM's results at El Ojo de Iberoamérica 2025 reflect creative coherence on a regional scale: From campaigns that transform commerce into experiences, to proposals with social purpose or high-level craft, VML LATAM confirms its position as one of Iberoamérica's most innovative and prominent networks.