Buenos Aires, April 2011 - Grey, the agency headed by Santiago Puiggari and with creative direction by Sebastián Garín and Pablo Gil, has won the Grand Prix in the Cyber category of the Wave Festival for its multi-award winning “Casting” campaign for its client Playboy. The Cyber Grand Prix won by Argentina at WAVE is a reflection of expertise in the local market as well as its capacity for work on an international level. “It’s a great honour to be recognised at one of the biggest festivals in Latin America and, on top of that, in the Cyber category which awards innovation and new forms of advertising”, said Puiggari. Garín added: “This new award is brilliant - a Grand Prix, no less!!!! It speaks of the consistency of the piece, and is a crowning glory for a process that began at the beginning of last year, when we came up with an innovative form of communication based on other platforms which were a far cry from what are commonly known as traditional platforms”. “It’s a fantastic prize for non-traditional formats and we hope it’ll be a shot in the arm for the domestic market that will encourage it to attach greater value to the digital channel, because this is the direction the global industry is going in, and Argentina is lagging behind, not on account of capacity but because of lack of investment”, added Gil. The campaign had already received both local and international recognition at the most important advertising festivals, winning: three Lions at Cannes, four Fiap awards, three at the El Ojo de Iberoamérica Festival, a Diente award, a Golden Pen, an Effie, and now this Grand Prix at Wave. The idea behind the Playboy campaign was that from the moment a girl appears in the magazine, her life takes on all the glamour that surrounds the world of Playboy. A pioneer in “online casting”, the campaign used Facebook and a viral which logged up over 100,000 views on Youtube to recruit future bunnies around the country. These actions meant that the Playboy page received more than 120,000 visits.