Cannes Contenders: Argentina

Stuck in consultancy - Globant

A really good campaign. It’s comedy, historically a great advertising resource that in recent years seemed to have lost its place. A simple idea - like any great idea- that dramatises the concept very well in a very fun way, especially the Test ID spot. It has what every good comedy needs, a great script and excellent actors.

A simple idea -like any great idea- that dramatises the concept very well, in a very fun way.

Change the story - LALCEC

During breast cancer awareness month, the Buenos Aires theatre circuit collaborated with the Argentine League to Fight Cancer, in which more than 20 play scripts were modified to share an awareness message. Today, one of the biggest challenges for advertising is camouflaging itself in the enormous amount of content to which we are exposed daily. And this idea does it exceptionally.

One of the biggest challenges for advertising is camouflaging itself in the enormous amount of content to which we are exposed daily.

The voice of an icon - McDonald’s 

What I like about this idea, from our own agency, is its cultural relevance. In Buenos Aires, the McDonald's restaurant at the Obelisk is as emblematic as the Obelisk itself. Every massive demonstration, whether of celebration or protest, ends around the Obelisk. And we all know what happened when Argentina won the last World Cup. 

There were around 5 million people in the area. But the McDonald's at the Obelisk in Buenos Aires is not the only one in an iconic location. So, when one year passed since that huge celebration, we gave McDonald's at the Obelisk a voice. Soon, more McDonald's restaurants (in Argentina and abroad) also wanted to participate in the conversation.

What I like about this idea, from our own agency, is its cultural relevance. 

La Argentina Hotel - TyC Sports

As could be seen around the world, the World Cup won by Messi and company was something truly transcendent in our country. This continues to be reflected in much of the brands' communication. For example, in this very cool idea by the largest local sports TV channel. Since Qatar 2022, Argentina is closely linked to the image of the three stars. TyC Sports didn't like that a hotel, precisely called La Argentina, had only two stars. So, they did this.

 In this campaign I see smart conceptualisation, simplicity and a very good execution.

Second - ALMA (foundation fighting against Alzheimer)

I read somewhere that the agency is Havas Miami, but since the creatives are Argentine, the NGO is also from Argentina, and because I like it a lot, I'm going to mention it as a work from my country. It’s a classic print campaign. And no matter how many changes there have been in the media and how digitalisation and social medias changed everything, I still enjoy seeing a very good idea for print. In this campaign I see smart conceptualisation, simplicity and a very good execution.

I still enjoy seeing a very good idea for print.