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Cannes 2016

The Community at SapientNitro Wins Silver Film Lion for 'The Steves'

SapientNitro, 2 years, 3 months ago

TV Campaign for Rolling Stone Argentina channels Steve Jobs to encourage audiences to 'question everything'

The Community at SapientNitro Wins Silver Film Lion for 'The Steves'

Innovative cross-cultural agency the community at SapientNitro today was honored with a Silver Film Lion at the 62nd Cannes Lions Festival of Creativity for its “The Steves” campaign, created for Rolling Stone Argentina. The campaign was awarded in the Publications & Media category.

“We are again honored to receive this prestigious Cannes Lions, this time for our work for Rolling Stone Argentina,” said Ramiro Raposo, executive creative officer of the community’s Buenos Aires office. 

“Rolling Stone has always tapped into youth culture – speaking to the rebels, those that question everything and push the limits,” said Fernando Sosa, executive creative officer at the community. “We are especially proud of this work as it reflects this spirit and encourages today’s youth to keep questioning in order to ignite true change in our world."

A national television campaign airing in Argentina and developed by the community’s Buenos Aires office, “The Steves” was created to align Rolling Stone with the country’s youth, and as the magazine does, galvanize their creative thinking.


The spot pays homage to late tech giant Steve Jobs who wondered one thing – “could it be simpler”— and in turn changed the world. The spot acknowledges that meanwhile millions of people also wonder life’s questions. 

From the philosophical to the mundane, in the ad an army of people wearing black turtlenecks, jeans and sneakers – just like Steve Jobs famously did – pose a variety of questions in comedic everyday situations. “The Steves,” ponder everything from: “How could we have landed on the moon, yet we still can’t make a toupee that doesn’t look like a toupee?” to “If technology keeps making our lives simpler, in the future are we going to become less intelligent?” The spot then ends by confessing that we may never know which questions will change the world so we must therefore “question everything.” View the spot here. 

The team at the community that created “The Steves” includes: Jose Mollá, chief creative officer; Joaquin Mollá chief creative officer; Ramiro Raposo, executive creative officer; Fernando Sosa, executive creative officer; Fernando Zagales, art director; Juan Mesz, copywriter; Sebastian Diaz, group account director; Lucas Saez, account executive; and Matias Castro, audiovisual producer. 

The win comes on the heels of the agency receiving the Press Grand Prix for its “Never Stop Riding” campaign, created for the Buenos Aires Public Bike System. The campaign was also awarded two Press Gold Lions in the Art Direction and Illustration categories, a Gold Outdoor Lion in the Traditional Illustration category, and a Silver Outdoor Lion in the Travel, Transport & Tourism category. Additionally, at this year’s festival the community won a Bronze Press Lion in the Fundraising, Donations and Appeal category for its “Blood Donation” campaign, also for the City of Buenos Aires.

Category: Publications and media , Tv and radio