I picked the five pieces of work that I think are the most representative from Argentina in recent months. With a mix of humour, disruption, real time and emotion, I believe that these pieces seek to be out-of-the-ordinary, and each in its own way, touches a fibre of the consumer and responds to the needs of the clients...
Coca-Cola - 'Best Coke Ever?'
Agency: Mercado McCann
Director: Los Pérez
Post: Bitt Animation x Postmedia
Sound: Porta Estudio
This campaign shows the disruption of the product and really engages the consumer to try it. It's a piece with a high visual impact that came out of the typical commercials about 'new formulas' in an innovative and fresh way.
Doritos - 'Thank You Mum and Mum'
Agency: Slap Global
An emotional ad campaign to support LGBT mothers. 'There is not only one mother' is a powerful message against all the prejudices, to thank them for starting a family despite putting up with uncomfortable questions.
Sprite - 'They Need Guidance'
Post: Pickle House
'They Need Guidance' reflects on the relationship between Gen-Z kids and their parents in a fresh and transparent way. How they internalise cultural, social and environmental issues of their interest, and how they are not afraid to explain it to adults.
Mercado Libre - 'Hey Bezos! Delivery for the Ones That Stay on Earth'
The massive eCommerce platform brilliantly turned the highly-publicised launch into an opportunity to boost sales by offering free shipping during Blue Origin’s flight.
Apertura Magazine - '#LuckyBalls'
Agency: The Juju
Production: Huinca Cine
This campaign adds humour to the difficult economic situation that Argentines are used to, proposing that - beyond information - readers will need good luck.