The Eye of Ibero-America held its 28th edition from November 12 to 14 at the La Rural Convention Center and once again positioned itself as the most influential meeting point of Latin American creativity. For three days, Buenos Aires became the epicenter where ideas, trends, reflection and business intersected, in a festival that since 1998 has recognized the advertising talent of the region and has established itself as one of the five most prestigious in the world.
More than an awards competition, El Ojo is a complete ecosystem: it brings together advertisers, agencies, creatives, filmmakers, students and global leaders to discuss the present and future of the advertising industry. The central conferences of this edition revolved around three main axes: the cultural impact of brands, the advance of artificial intelligence and the need to preserve the human value behind each idea. Voices like those of Marco Venturelli, John Mescall, Damasia Merbilháa, Héctor Vivas, Rafa Quijano or the Wieden+Kennedy Latam team They marked the agenda with talks that invited us to question what was established, recover empathy and think about creativity from diversity.
Representation was also the protagonist: panels on inclusion, identity, shared culture and creative leadership renewed the debate on the social role of advertising. At the same time, the New Talents 2025 showcased the potential of the next generation, with projects promoted by Disney and briefs that challenged young people to innovate from regional sensitivity.
Like every year, the award ceremonies were the most anticipated moment. DDB Latina was again chosen as Best Communication Network, Artplan was established as Best Independent Agency and Kike Renta was recognized as Best Creative in Latin America. “Sweeter than the sweetest”, LOLA MullenLowe’s piece for Ax/Lynx, won the Gran Ojo Film; Oriental Films was distinguished as Best Production Company, and Rimas Entertainment, as Best Advertiser.
There was also an emotional space for tributes in the Latin Talent Hall of Honor, where Juan Carlos Ortiz, Hernán Ponce and, posthumously, Washington Olivettothree key names in the construction of the creative DNA of the region.
This edition made it clear that El Ojo is much more than an award ceremony, it is a strategic beacon to understand where the industry is heading in a world crossed by AI, cultural transformation and the demand for new narratives.
In a vibrant Buenos Aires, the festival once again demonstrated that Latin American creativity not only competes on a global level, but does so with its own identity, breaking down borders and generating conversations that will continue to reverberate throughout the year.
