TV 3 Film Festival refers to an advertising film festival organized by Canal 3 of Rosario, Argentina, beginning in 1969. The festival was created to promote and award advertising communications in film and television, drawing participation from advertising agencies, television producers, graphic designers, advertisers and media from across the Spanish- and Portuguese-speaking world.[1]
Design and History
The festival was launched in August 1969 as the Primer Festival Argentino del Filme Publicitario, organized by Canal 3 in Rosario.[2] It later became known as the Festival Hispano-Luso-Americano de Film Publicitario, and eventually evolved into the Ibero-American Advertising Festival (FIAP).[3]
Documentation of a specific 1969 logo for the TV 3 Film Festival is limited. The festival’s early editions were held in Rosario, and the event was closely tied to Canal 3’s institutional identity.[4] Canal 3 itself used a sun-shaped isotipo as its emblem, which later underwent a redesign that flattened the three-dimensional sun and added text within it.[5]
Attribution of a TV 3 Film Festival logo to the Argentine design studio González Ruiz & Shakespear could not be verified in available sources. [6]
Meaning and Symbolism
The festival’s own identity was tied to Canal 3’s sun-shaped emblem, which the channel maintained across rebrands, changing only its color and dimensionality over time.[5] The FIAP trophy, created by artist Pérez Celis, drew on the Inca sun god Inti Raymi and a dove representing travel, but this trophy design is distinct from any festival logo.[7]
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