High Five: Argentina

Coming up with a great idea is not easy. Coming up with a good idea that also has this level of simplicity and lack of resources? Even harder. They understood that, by simply turning a bottle around, they could make a great brand statement that ended up being seen all over the world.

This is a classic campaign in the very best sense of the word. Storytelling that serves empathy - stories that connect with people and give the brand the human dimension that it was missing, and that no-one in the category was telling before.

With this campaign, we were able to take advantage of something that was happening at the time to ensure that a local brand with low investment volume could join the Olympics' conversation without paying a single penny as a sponsor for the event.

We liked this idea and the product; the simplicity they found to set a new channel of operations without the need of developing an app. The execution is very fun, full of insights and also different for a category in which, sometimes, it is difficult to innovate.

This activation is very interesting to us due to the way in which they managed to take advantage of an insight that's deeply connected to the Argentine culture and combine it with the pandemic context, but in a very fresh way and getting rid of the 'campaign that talks about Covid-19' typical style.