De la Cruz Ogilvy Shines at 2025 Effie Awards Latin America

Above: Raquel Cordero, public relations manager; Santiago Bueno, strategy director; and Andrés Vergara, head of art at De la Cruz Ogilvy

San Juan, PR / De la Cruz Ogilvy has been honoured with two Golds and one Silver at the 2025 Effie Awards Latin America, held in Cartagena, Colombia, for its innovative campaign ‘Glowing Relief’, created for Alivia Health, Farmacias Plaza, and Alivia Home Delivery.

The campaign focuses on protecting the health of older adults by helping them take their medications safely during power outages—thanks to glow-in-the-dark prescription labels designed to make medication management easier and safer at night.

De la Cruz Ogilvy was the only agency from Puerto Rico to take home awards at this year’s Effies, reaffirming its commitment to effective creativity with purpose—blending business results with meaningful social impact.

“Winning these awards validates that the most effective creativity is driven by clear purpose,” said Carlos Thompson, president of De la Cruz Ogilvy. “Our vision is to export talent and ideas that resonate globally. In a world overwhelmed by messages, our job is to help brands not only be seen, but truly felt. Glowing Relief is a perfect example of that.”

Bright Solutions for Health Challenges in Puerto Rico

The Glowing Relief campaign addressed a critical issue: ensuring safe medication use during blackouts, a recurring challenge in Puerto Rico. In partnership with Alivia Health, Farmacias Plaza, and Alivia Home Delivery, de la Cruz Ogilvy designed glow-in-the-dark labels for prescription medicines—particularly for seniors—allowing them to easily identify and take their medications in the dark, enhancing safety and peace of mind at home.

“These Effie Awards recognise purposeful creativity that truly changes lives,” said Sebastián Bullorini, creative director at de la Cruz Ogilvy. “Seeing how an idea can make a tangible difference for our elderly population during a power outage—while delivering strong business results for our client—is the ultimate reward.”

Real Results from ‘Glowing Relief’

“The ‘Glowing Relief’ campaign strengthens our brand and brings our mission to life—putting patients first through innovation,” said Hilda Rodríguez, CMO at Alivia Health. “When trust meets purpose-driven creativity, the impact on community health and wellbeing is tremendous.”

Winning two Gold Effies—in Healthcare and Crisis Response—and a Silver Effie in Marketing Innovation Solutions confirms that the most powerful advertising is the one that blends creativity, strategy, and social purpose.

De la Cruz Ogilvy continues to make a mark in Puerto Rico and Latin America, proving that communication innovation can improve lives while delivering measurable business results.