ISLA Injects Workers with Energy in Campaign for Rockstar

Since its launch, Rockstar has talked about providing workers with energy, and this new campaign is a new step in that direction. The aim is to help people who don’t have a job and who fight day by day to get one. To do so, Rockstar will offers visibility to different CVs in its social media, in order to give visibility to these fighters and help them have better chances at getting a job. This way, potential employees and employers will connect.  

Ads in digital format and also in other media such as VP will expand the effect and give more energy to workers. 

Regarding the campaign, creative directors Nico Iampolsky, Pato Isla and Nachez Jiménez said: “The campaign is very well balanced between the relatable tone of Rockstar, always with a sense of humor, and the serious issue of job-hunting. I think we achieved this balance with the idea of using Rocky’s theme song in a Cumbia version. This song is iconic when we think of people who fight.” 

Francisco Mangiarotti, Pepsico’s marketing senior director for LATAM South Beverages, and Anakarina Padilla, Pepsico’s marketing senior manager for LATAM Energy Drinks, said: “In Rockstar, we want to be a source of motivation and energy for all Argentine workers. We want to be an ally to those who go to work everyday, but also to those who are job hunting and fight day by day to find employment”.