After two decades of working in advertising combined with my background in graphic design, it has always caught my eye how people not only watch a commercial, view a print ad or even listen to a radio spot, but how they embrace the idea behind it. How they spread that idea to friends and colleagues and how that idea ultimately becomes a part of everyone. Our interaction with brands is what amazes me in this new advertising age - how brands talk to people and how those people embrace brands and the ideas behind them. The following work shows just that, and while some have had their moment, I wanted to put a spotlight on their power as they recently were celebrated at last month’s Argentinian Circle of Creatives Awards...
Conmebol - 'A Star Called Maradona'
Agency: Mercado McCann
"He makes us shine with his dribbling In every little soccer field, its flashes were seen in every corner of the planet. It always had its own light. He was the brightest of the stars. Now a star, carry his name. Maradona shone on the ground, now he will shine in the sky. Observable throughout the southern hemisphere. Conmebol - believe in big."
Following the death this past November of Diego Mardona, widely regarded as one of the greatest professional football players in history, South American Football Confederation Conmebol paid tribute to him through the naming of a star. Mercado McCann and Conmebol gave us a gift to all of us - a star, our star - and now he will be forever immortalised in the heavens.
Turismocity - 'Shame Flights'
Agency: Dhélet VMLY&R
Only minutes after a politician gets caught 'flirting' with his wife on camera during a live Zoom session in the Argentinean senate, travel search engine Turismocity decides to offer the politician unusual destinations to get away and hide his face. Highlighting his lack of work, Dhélet - with the speed of light - launched a fun campaign, inviting politicians to fly away (from us). This was awarded at the Argentinian Circle of Creatives Awards in December.
Móndelez' Beldent - 'We Need Some Fresh Voices'
Agency: Digitas Buenos Aires x Publicis Buenos Aires
Also awarded at the Argentinian Circle of Creatives Awards in December, this is a modern idea for a new generation of those who don’t want to be invaded by brands. In this case, Beldent, the South American name for Trident gum, found a creative way to get closer to them...through music. With a song co-written between an entire generation and their music idol Ecko, this was a song for a younger generation full of real things happening to real people.
Cervecería y Maltería Quilmes - 'Second First Time'
Agency: DraftLine Buenos Aires
Production: Paradise Films & Content
Argentina lives and breathes fútbol. There’s passion everywhere and the way to show it is by throwing little colourful pieces of paper at the players as they enter the field. After a year of not being able to leave our own homes though, the pandemic numbed that passion. Once we returned to the stadiums, DraftLine had a great idea of releasing the label of their bottles and using it as little pieces of paper.
Unilever's Rexona - 'Inclusive Deodorant'
Agency: Wunderman Thompson Argentina
Music: Perra Santa
There are no words left to describe this multi-Grand Prix winner at the Argentinian Circle of Creatives Awards in December. Wunderman Thompson designed a new product. A product that can be used by everyone, even if you can’t hold it. It was a very long journey, a big tunnel with some light at the end, but it turned out to be an unforgettable piece of art - for people, for the advertising industry, for brands and most of all for those who really needed this.