Tag archives: argentina

Ice marketing is hot (and eco-friendly)

Ice is the hottest thing in experience marketing at the moment. I know it sounds like oxymoron, but there is actually an interesting coincidence worth checking out, as two soft drink brands, Coca-Cola and 7UP have both recently opted to use ice to bring some innovation into their product marketing. The most recent initiative is made in Colombia, where Coke launched the first ever bottle made out of ice. Read more…

Nike’s Boca Juniors Seismograph

Passion for sport and, in particular, for your favorite team, is something that you feel inside. It’s an emotion that people reveals through choirs, sounds, noise, applauds, jumps, all movements that generate vibrations, vibrations so powerful that one could compare them to earthquakes. Do you think this is a crazy comparison? Well, my friends at Nike Argentina came up with an idea that could make you change your mind. When Boca Junior scores, its supporters generate vibrations like a 6.2 earthquake on a Richter scale. Read more…

Video of the day: Staples Screensaver

Messy desktop? Messy office? Your solution is one click away. Just activate the screensaver! Really nice idea and execution for this TVC by Argentinean agency David for Staples. I love when they use sense of humor to promote brands that ain’t so cool nor fancy. I think it really works, at least with me, to generate brand awareness. Read more…

Smart Argentina: a car inside Twitter

A smart one, for Smart in Argentina. Using tweets as animation frames, and asking people to scroll down their Twitter page, Smart showed their car fits in every tiny space, even in a Twitter timeline.

You can check the video… Read more…

AXE - The Cleaner

In Argentina, AXE runs an interesting online campaign featuring The Cleaner. This guy makes sure no evidence is left behind after that very wild night. The campaign is completely video based, and starts with a 3-minute long adventure. Read more…

BGH Quick Chef Music

Always nice to see that after decades of marketing and advertising people still come up with great simple ideas.

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Coke Encourage-meter

I loved this work from Ogilvy Buenos Aires, the Alentometro (Encourage-meter), a screen disposed in Buenos Aires where fans could watch the next game of the Argentinean football team… if they make enough noise to keep the image on the screen. Very simple, very smart!

Vamos, vamos, Argentina!

When talking about advertising in South America you’re sometimes exposed to hear about certain (and false) cliches: for instance, “Brazil is really good at graphic work, and only at graphic work” or “Argentina is really good doing TV work, and only doing TV work”. I wasn’t even interested in advertising when I saw on TV this commercial done for the new (then) Renault Clio. Years later I knew about their creators, Agulla&Baccetti, and some of their legendary (and multiawarded) campaigns, being also a seeder of new talents (with the likes of extremely succesful people in later years such as Juan Cabral or Leandro Raposo, among many many many many others) Did i say “many” enough? Being one of the things I like the most about all of that works was the way in which emotions were expressed through images, it is often said that creativity in Argentina was dramatically fed because of the infamous Corralito situation in 2001, which almost completely froze bank accounts and forbade withdrawals from U.S. dollar-denominated accounts. The tone of TV spots, introspective until then, became more of cheerful, trying to help people to overcome the sadness they were living. As part of this anomalous situation you can even find three minutes length tv ads done by Madre for Banco Hipotecario, being the length of the ad part of the strategy as to try people believing in banking again.

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A smile for Unicef

User generated content can create value for charities as well. In Argentina, Oral-B (a P&G brand) is currently running an integrated campaign to sell more products for mouth health, but also to raise money for Unicef.

The online part it’s interesting: users are invited to upload on a dedicated mini-site a photograph of their children smiling. For every photo uploaded Oral-B will donate 1$ to Unicef to help Argentinean kids.

How much do you think you deserve to make?

From Argentina, and from my friend Fernando at Ogilvy Interactive, a series of nice campaigns they have been creating for Amex Shop, DHL and Clarin.com. The one I prefer is Salary-Matic, created to promote an online recruiting service. The minisite asks you: “How much do you think you deserve to make?”. Just make sure you don’t share your answer with colleagues…