South America suffered a World Cup sticker shortage for weeks. Even the Argentinian government joined a squabble between shop owners and the local manufacturers of popular but scarce World Cup albums.

But Mercado McCann decided to confront this lack inviting to 'Fill your panini' through a campaign for Paladini, a cold cuts and other meat brand. Nicolás Massimino, CCO of the agency, pointed out: “We always try to make people identify with the ideas, showing things that are there, in popular culture; that is what we are looking for with this campaign for Paladini, a brand that has always been in the hearts of Argentinians”. Nicolás Goldstein, creative general director of the agency, added: “We all always had the feeling that we had to make this idea happen and we are very happy and grateful to all the people who made this campaign possible to see the light of day so quickly”.

The campaign was introduced at the prime season for the brand, that is why this is a great time to communicate. "From Paladini we always seek to be close to our consumers, we are a close brand related to daily habits and this campaign reinforces something that at this moment has definitely become a daily habit for everyone in Argentina," described Marcelo Díaz, strategic planning and marketing manager at Paladini.

The spot was produced by Rebolucion and directed by Watta Fernández.