Genius Loci

“Dedicated to GENIUS LOCI” is the leading principle of THE CUP. Genius loci is in Roman mythology a spirit of the place, a friendly spirit safeguarding the integrity of a location’s character. New York and Paris, Alma Ata and Buenos Aires, Sarajevo and Bora Bora – every place that has ever been touched by people has a spirit all of its own. To feel, to understand and to express this local spirit is a big thing. Especially in advertising and this is the reason behind the birth of the Intercontinental Advertising Cup.