High Five: Argentina

I chose this idea because it shows that good ideas and publicity can really change people's lives. In this case, based on the great work that Fundación L'Oréal does helping people in situations of social vulnerability, McCann Buenos Aires, together with Facebook, joined forces to create a makeup test that was used as an excuse so that the graduates of the program can tell their emotional stories and invite everyone to hire them, thus increasing their job opportunities.

This campaign shows that when there is a good - and very temporary - idea like this one, a great production is not necessary to generate impact and interaction between the brand and people.

This had an idea and execution quite different from anything we generally see when it comes to beer communication. Without a doubt, the idea conveys the concept very well and differs from the competition, in which the most urban moments of enjoyment, parties and young people are usually the main characters.

This is a clear example of how a good idea can be applied even to something as tactical as a promo. In this case, the promo is the idea. Andes beer is produced in Mendoza, one of the 24 Argentinian provinces. Generally, when there are promotions at the national level, Mendoza and two other provinces are always excluded from them, and for this reason, this time, Andes, the Mendocina beer, made a promo for the whole country excluding all the provinces...except Mendoza, of course.

I really like this idea because it allows us to enjoy something that we could never have enjoyed. From conversations of personalities and idols who were not contemporaries, or if they were or are, they never had a face-to-face talk. An idea that also requires a lot of production work - not because of the cost, but because of the hours it takes to review so much archive material to generate unique conversations, and as the title of the idea says, impossible ones.