Jorn Wemmenhove

Argentina’s national beer brand Quilmes is known for its great marketing and advertising. Founded by German immigrant Otto Bemberg in 1888 in the city of Quilmes, Buenos Aires Province, the brand has created a clear, original and consistent image. Consistency can be seen in their tagline “El Sabor del Encuentro” (‘The Taste of the Encounter’) which is the same for many years. A television spot which became a classic in Argentinean advertising using this phrase is the “Elsa Bor de Lencuentro” ad.

The new campaign ‘Lugares’ is created around the idea of what would have happened if Quilmes was not founded in Quilmes, but in another town. Obviously the name of the beer would have been different. This could have led to very long brand names like Comandante Nicaor Otamendi or names leading to general confusion (because of their significance form example). Young & Rubicam Argentina created a few different television ads showing these possible situations in a very funny way. (It helps if you speak a little bit of Spanish.)

The ad finishes with the statement that if the name would have been different, the taste would still be the unmistakable ’sabor del encuentro’.

It is a great and successful campaign not just because the ads are very funny, but because it includes all Argentineans. It is ‘their’ beer. The print campaign makes this even more clear by adapting their billboard ads dependent on the city and even neighborhood. In Rosario I saw a special version for neighborhood Arroyito. I like this what I call ‘glocal’ approach.

Cliente: Cervecería y Maltería Quilmes
Agency: Young & Rubicam
Creative Directos: Darío Rial & Diego Tuya
Creative team: Diego Tuya, Darío Rial, Ignacio Galardi, Paulina Ordás, Fernando Meccia, Federico Aubone, Carolina Aguilar

Why doing things the simple way, when you can do it the hard but beautiful way? Haviana thinks digital in an analog world. Great work!

Via: Pagina2

They say everyone will get his 15 minutes of fame. I guess I had mine already. On the last day of my kind of internship at digital agency Pool Worldwide in Amsterdam I attempted to play the song Amélie on 6 iPhones. I studied piano at the conservartory of Rotterdam and the guys at the agency had the fantastic idea ´to do something´ with my musical skills. I got like 30 minutes to rehearse the song, because everybody needed their phone for obvious reasons. The result after recording were minutes tape of failed attempts, cursing (in different languages), people calling while trying to play, and sometimes a melody sounding like Amélie. I thought…

We could never have imagined the video would have so much success and actually become a viral. Our friends of First took care of the seeding by getting the video on popular Dutch video blog Dumpert resulting in more than 61.000 views and many reactions (some pretty funny), amongst others. The video found its way to other Dutch blogs and websites; NuJij.nl,  Fok en Frank-ly,e tc.

It really started to get pretty amazing when the video became a viral after being picked up from YouTube by websites as Collegehumor and Leo Burnett Frankfurt wrote about it in their trends report Cultural Fuel. Even my friends at Leo Burnett Argentina tweeted about it and some Apple-minded blogs mentioned the video too.

It resulted in 400.000+ views (and counting) on YouTube only.  And because the video was a kind of a present they put a link to my foundation El Desafiothriving an interesting amount of visitors to the website.

I have to be honest, in the beginning I did not know what to think about my performance. If my conservatory teacher would see it he would be ashamed. Now I can’t be anything else than happy, because the video definitely opened doors for me. It shows that  raw creativity without too much thinking on strategies can be very successful. A lesson agencies can profit from when producing their ‘virals’.

My 15 minutes of fame have passed. Guess I can start writing my memoirs.

I checked out the trailer of 2012 full of special effects last week, but this video is way cooler than the Hollywood production. It’s a 5 minutes film in which giant robots are attacking Montevideo directed and animated by Fede Alvarez. Impresionante!

Via: ettf.net

Lanuage lessons can be so boring. Try the Japanese method for a change. You might even lose weight at the same time!

And a surprise it is. A pleasant one. Nice work by Cinco.

To promote the new single Underdog, Kasabian and Umbro created a new version of Guitar Hero. Instead of using guitars they asked a group of young football players to play the game. A great collaboration between Umbro and Kasabian in a mix of music, football and gaming.

I really enjoy the new Cuarteto de Nos album ‘Bipolar’ produced by the great Juan Campodonico. The video for El Hijo de Hernández by Charly Gutierrez makes me love the band even more. C’mon, I know you love it too!

After visiting cities such as Amsterdam, Berlin, Taipei, London and Paris, the IAM1 Journey continues with a tour thru Buenos Aires, Argentina. The IAM1 Journey promoting the classic Nike Air Max and the new Air Maxim introduces you to creative types of Buenos Aires such as Drum N’ Bass DJ Bad Boy Orange, tattoo artist Pirahna, filmmaker Andy Fogwill, designers Coty Larguia and Cecilia Glik and art gallerist Ana Torrejon. The videos are presented by Tuti Gianakis of Revista Remix and distributed by VisionInvisible (an Argentinean blog worth checking out). Great initiative.

Nike Sportswear – The IAM1 Journey Buenos Aires from Vision Invisible on Vimeo.

Great Nike SB ad for the new Zoom Air Paul Rodriguez III featuring Paul Rodriguez himself!

Trying to live every day like this…

Via: Swordfish