Puerto Rico’s #1 Agency in Cannes
San Juan, Puerto Rico — de la Cruz agency won a Gold Lion at the Cannes Lions International Festival of Creativity in the Mobile category (Mobile Technology/mCommerce) for the digital tool developed by de la Cruz and SuperMax called The Eye Tracker. This idea was also recognized with two Bronze Lions in the Creative Commerce (User Experience) and Mobile (Mobile Website) categories. Participation in the 2022 Cannes competition earned de la Cruz four additional finalists (shortlist) in the categories of Brand Experience and Activation, Direct and Media.
The winning idea for The Eye Tracker is a digital tool for mobile devices that aims to reduce panic buying in supermarkets when the National Hurricane Center announces a storm or hurricane. The Eye Tracker recommends the correct number of essential items to be purchased based on the family composition, therefore avoiding overspending or leaving the shelves without inventory. It is the first mobile tool that presents the hurricane from the first-person point of view so that users have a clearer idea of the trajectory of the phenomenon from the place where they are.
“Betting on technology has never felt so good. What a great result. Seven finalists, one Gold Lion and two Bronze! Without a doubt, a job done with vision, passion and a great desire to offer solutions with great results. It shows us that nothing is impossible and that when we persevere with innovative and different ideas, results like the ones we are experiencing are possible.,” said Carlos Thompson, President, de la Cruz.
The Eye Tracker, which took two years to develop, is activated when the hurricane season begins. It can be accessed through www.eyetrackerworld.com. When accessing the page, the user will be able to indicate their family composition and enter their location. The Eye Tracker will recommend the basic necessities that the customer needs to stock up. For user convenience, the tool allows online ordering for home delivery.
“This was our moment to make history. We dreamed it, we planned it, we added passion and we made it possible. Obtaining seven finalists in Cannes and achieving a Gold Lion, plus two Bronze, makes clear the direction of our vision. We have the perfect conditions to achieve a job of this magnitude: a team that is hungry to innovate and a client that trusts and wants to make a difference,” said Rafa Reina, chief creative officer, de la Cruz.
To bring this idea to life, de la Cruz identified the opportunity to establish an alliance with the National Hurricane Center, a resource who would give it credibility. With this idea, the local supermarket chain SuperMax collaborated to mitigate the effects of purchase that a natural phenomenon brings.
“We are proud that the creativity developed to help our people was recognized and made Puerto Rico shine in the most important creativity festival in the world with an idea designed with purpose, based on data to buy correctly and not getting carried away by the panic,” said José Revuelta, president of SuperMax.
The Cannes Lions International Festival of Creativity awarded only three Gold Lions in the Mobile category, one being The Eye Tracker. Cannes only awards 3% of the registered pieces. De la Cruz, an agency affiliated to the Ogilvy network, was also ranked among the 10 most creative agencies of the Ogilvy network in Latin America and obtained the 1st place of Puerto Rican agencies in Cannes.
About de la Cruz
As a leading independent marketing company since 1985, we develop creative and effective business solutions for our partners. We build on our core pillars of brand equity, cultural intelligence and audience segmentation to design meaningful, data-led, technology-enabled omnichannel experiences.
de la Cruz focuses on facilitating specific responses to business needs based on client’s growth plans and vision in a variety of services that includes creative campaign creation, strategic planning, data analysis, creativity and innovation, purchase of media, production, promotions, public relations and social media.
