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High Five: Argentina


Diego Sanchez, CCO of McCann Buenos Aires, shares his opinion on five recent projects from Argentina that are simply great ideas

High Five: Argentina

My selection of ideas is based on showing different examples in which good ideas solve different brand problems - whether it is a new execution like Salta Cautiva's, or a more temporary idea such as Tulipán's, as well as the launch of a new service or a campaign that changes people's lives, such as the 'Beauty for a Future' campaign...

L’Oréal Argentina - 'Beauty for a Future: TESTimonials'

Agency: McCann Buenos Aires
Production: El Alba
Post: Craft Buenos Aires
Music: TDL Music

I chose this idea because it shows that good ideas and publicity can really change people's lives. In this case, based on the great work that Fundación L'Oréal does helping people in situations of social vulnerability, McCann Buenos Aires, together with Facebook, joined forces to create a makeup test that was used as an excuse so that the graduates of the program can tell their emotional stories and invite everyone to hire them, thus increasing their job opportunities.

Tulipán - 'Olympic Band Kit'

Agency & Production: BBDO Argentina

This campaign shows that when there is a good - and very temporary - idea like this one, a great production is not necessary to generate impact and interaction between the brand and people.

Salta Cautiva - 'A Captivating Flavour to Drink Quietly'

Agency: Mercado McCann
Production: Oruga Cine
Post: Nebraska VFX
Music: Papamusic
Sound: Cromo Musica

This had an idea and execution quite different from anything we generally see when it comes to beer communication. Without a doubt, the idea conveys the concept very well and differs from the competition, in which the most urban moments of enjoyment, parties and young people are usually the main characters.

Cerveza Andes - 'Counterpromo'

Agency: DraftLine Argentina
Production: Rebolución
Post: Pickle House
Music: Perra Santa

This is a clear example of how a good idea can be applied even to something as tactical as a promo. In this case, the promo is the idea. Andes beer is produced in Mendoza, one of the 24 Argentinian provinces. Generally, when there are promotions at the national level, Mendoza and two other provinces are always excluded from them, and for this reason, this time, Andes, the Mendocina beer, made a promo for the whole country excluding all the provinces...except Mendoza, of course.

La Nación - 'Impossibles Talks'

Agency: BBDO Argentina
Production: Groncho Estudio
Post: Revercine
Music: Papamusic

I really like this idea because it allows us to enjoy something that we could never have enjoyed. From conversations of personalities and idols who were not contemporaries, or if they were or are, they never had a face-to-face talk. An idea that also requires a lot of production work - not because of the cost, but because of the hours it takes to review so much archive material to generate unique conversations, and as the title of the idea says, impossible ones.

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McCann Buenos Aires, Tue, 09 Nov 2021 11:10:18 GMT