The death of a national hero spurred numerous brand responses, but which has made Wunderman Thompson Argentina CCO Natalia Benincasa's list of recent favourites?
These times have been tough and it has been reflected in campaign budgets and productions. But I made a selection of what I think are the most representative from Argentina five in recent months.
TyC Sports - Farewell to Maradona
After Maradona’s death, Argentina had plenty of tributes but this one made us feel something different. I selected this one because among many others it showed the loneliness that many hearts felt due to this loss, especially her: the ball. With simplicity, craft and a beautiful cover of a well-known song playing, ‘The last goodbye’ visited some key places of Maradona's life and this particular film by TyC Sport (a sport channel) just finished with a simple ‘thank you for playing with me’.
Andes - Echophones
The second campaign that I’ve selected is a particular activation for Andes beer to show where the beer comes from. They put echophones in Mendoza’s mountains connected to bars and restaurants so that people could ask for a beer and the louder they shouted, the more beer they would get. A funny way to remember the brand.
Alma Mora - Love Saves Us
Alma Mora, an Argentinian wine, based this piece of work on real stories and all the relationships that have started during a time that’s made everyone away from each other. A simple idea, with a good twist between the name of the brand and the words ‘love and soul’ in Spanish.
Slap Global - Manifesto
This is one of my favourites and it is not for a massive brand but for an agency. A mini musical with the spirit of a brand manifesto but without the blah blah blah. A perfect piece of work to introduce the creative thinking of the company.
7UP - Let's stay with what is refreshing
Finally, I chose this new 7UP campaign because it shows a good refresh for the brand. Yes, refresh! And also presented it in the concept of, Let's stay with the refreshing things! Nowadays when stereotypes tell everyone how they should be, the brand just said ‘thank you’ in a positive way with a fresh tone of voice. It simply works.
Hope you enjoy these High Five in these not so productive months. Thank you!
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