When I started this selection of work, I was just looking for good ideas in the last few months in Argentina, with no further ambition than just that - good ideas. But after I gathered a bunch of ideas as a shortlist and looked at them closely, I realised they have things in common: technology, economy and human relationships, all of them with a universal approach - sometimes an insight, a global brief or the quality of craft...
Samsung x Netflix - 'Galaxy S22 Unveiling Event'
Director: Nico Perez Veiga
Such a beautiful, entertaining and elegantly crafted way to unveil a new device these days. We are so furiously over-exposed to new technology, gadgets and device presentations that even when we are truly interested in them, it seems that everything has the same angle. Not this time.
Globant - 'Seek Reinvention'
Agency: Gut Buenos Aires
Directors: Andrés Salmoyraghi and Alvaro Stocker
Music: Bamba Music
What I like about this idea has a lot to do with - and is really connected to - the previous one. Besides the insight or the craft, the interesting part here is the anachronistic way they talk about technology and the impact on human life. This idea simply answers what the company asks themselves: what would the world look like if reinvention never happened?
Santander - 'Inflation'
Hard concepts are often easier to understand by visuals rather than words, and inflation is no exception. Maybe the world is just starting to experience what inflation is or means to people’s daily lives. Sadly for Argentinians, inflation is an unsolved economic problem from the last 40 years. This bank is trying to foster investments so people can keep their purchasing power against inflation. A classic execution, but a clever way to visualise a complex issue.
Itaú Bank - 'Ex Instalments'
Agency: GREY Argentina
Here's another idea that’s linked with the previous one - also because of Argentina’s inflation - a common practice to face this long-term economic issue: when you need to buy expensive stuff, split the payments as much as possible in fixed instalments. I love the idea to connect a bank with broken relationships in the middle of Valentine’s Day. It's full of insights that many of us have experienced and has a witty approach to special dates.
Tulipan - 'Mood Savers'
Agency: BBDO Argentina
Trying to find a condom in 'that' moment could be a total mood killer. But for this idea...there’s not so much to say without spoiling everything, so as the end line says: “If it starts in the kitchen, let’s stay in the kitchen.”