Joaquin Campins and Christian Rosli, ECDs at BBDO Argentina, pick out five recent projects that all share some creative DNA
We picked the ideas we like the most from the last few months with no other criteria apart from being good ideas. However, taking a closer look, we can identify that all of them have a very Argentinian feel to us. That creative DNA, we think, is defined by making something out of a small budget, strong conceptual work, great storytelling and humour. Apart from their differences, this selection all has some of those characteristics in common which makes them feel very Argentinian to us...
Corona - 'Reverse Label'
Coming up with a great idea is not easy. Coming up with a good idea that also has this level of simplicity and lack of resources? Even harder. They understood that, by simply turning a bottle around, they could make a great brand statement that ended up being seen all over the world.
Uber - 'Going'
Agency: Mercado McCann
This is a classic campaign in the very best sense of the word. Storytelling that serves empathy - stories that connect with people and give the brand the human dimension that it was missing, and that no-one in the category was telling before.
Tulipán - 'Self-Satisfaction Kit'
Agency: BBDO Argentina
With this campaign, we were able to take advantage of something that was happening at the time to ensure that a local brand with low investment volume could join the Olympics' conversation without paying a single penny as a sponsor for the event.
Itaú - 'Estas a un Chat de Todo'
Agency: Grey Argentina
We liked this idea and the product; the simplicity they found to set a new channel of operations without the need of developing an app. The execution is very fun, full of insights and also different for a category in which, sometimes, it is difficult to innovate.
Pepsi - 'Coca Growers'
Agency: Isla Buenos Aires
This activation is very interesting to us due to the way in which they managed to take advantage of an insight that's deeply connected to the Argentine culture and combine it with the pandemic context, but in a very fresh way and getting rid of the 'campaign that talks about Covid-19' typical style.