Software Development Company Globant Seeks Reinvention in Campaign from GUT Buenos Aires
Today, digital native company GLOBANT, the brand behind innovative technological solutions focused on reinventing businesses, partnered with independent agency GUT Buenos Aires to launch its first-ever campaign called 'Seek Reinvention'. The campaign translates the complex universe of technological solutions developed by the brand into a language that everyone can understand, showing what the world would be like if it were not reimagined and reinvented, time and time again.
The crux of the campaign idea lies within the simple premise that, while technology has caused its share of harm and fear in the world, it also has brought us a lot of good - hence why we should seek the reinvention of technology as a positive thing full of possibilities. To introduce the world to GLOBANT under this premise, the campaign film shows the viewer how much harder life could be without seeking the reinvention of technology in a number of ways.
First, the film opens with students in a classroom typing notes on an old-school typewriter; people having difficulty walking the streets on their phones because attached to them are wires; a delivery person riding on horseback and people commuting on a wagon pulled by a horse; customers exchanging grains of rice for goods; a woman sending a message via pigeon to tell the police her apartment is burning; and a tic tac toe tournament being played in a stadium where the large scoreboard, where a megascreen would be, has to be manually updated and changed each time a player puts an X or an O on the game board. It then upgrades the experiences to show how GLOBANT is behind all of these technological advancements we use in daily life through gaming, education, finance, public services, a 360 CX and more.
"With the pandemic altering the way we live, forcing us all to face unexplored territory, we wanted to tell a story of hope, and we also wanted to support people as they rebuild their own lives,” said Wanda Weigert, chief brand officer at GLOBANT. “At GLOBANT, we are approaching our 20th anniversary, and are very proud of the organization we have built, which allows talented people to thrive. We wanted to honor our responsibility and share with the world that there is a lot of good for humankind in the digital transformations we propose."
"In most cases, technology adoption doesn’t tend to happen on purpose. It just happens,” said GUT Buenos Aires chief creative officers and global partners Joaquín Cubría and Ignacio Ferioli. “Something always comes along that improves our daily life, one experience at the time, without us even noticing. And since GLOBANT is a brand that constantly seeks reinvention and progress, and is the brand behind many technological innovations many of us know and love, we wanted to introduce them to the world with a campaign to show how hard our lives could be without companies like them.”
'Seek Reinvention' launches globally on social media starting January 2022.
Agency: GUT Buenos Aires
Founder: Gastón Bigio / Anselmo Ramos
CCOs & Global Partners: Ignacio Ferioli / Joaquín Cubría
ECD: Ramiro Gamallo / Matias Lafalla
Managing Director: Agustina Garavilla
Art Director: Gastón Gual
Copywriter: Alex Romero
Head of Design: Rosario Muñoz
Creative Manager: Paula Akel
Head of Production: Florencia Albizzati
Agency Producer: Lorenzo Prati
International Account Director: Catalina Aguirre
Head of Strategy: Axel Malamud
Chief Intelligence Officer: Christian Pierre
Chief Brand Officer: Wanda Weigert
Chief Marketing Officer, North America: Todd Krugman
Global Marketing Director: Carolina Dolan Chandler
Marketing & Communications Director, Latam: Federico Paluszkiewicz
Production Company: Rebolucion
Director: Andrés Salmoyraghi & Alvaro Stocker
CEO: Ezequiel Ortiz
Executive Producer: Chino Fernández
Producer: Lula Meliche
DOP: Christos Voudouris
Production Design: Charly Carnota
Styling: Mercedes Gallego
Post-production company: Da8
Editor: Nicolás Carrizo Silvestri
Colourist: Nice Shoes, María Carretero
Mix and Sound Design: Portaestudio
Category: Business Services , Business Software
Genre: Comedy , Storytelling