"It´s alright, I didn´t drink much. Fooling yourself. Another alcohol effect".

you´re a bigger (greater in spanish) person when you run a marathon to help out a kids´ hospital.
so we pitched this draft idea. for it, we rejected the brief and changed the media. it ultimately didn´t go out. but it would´ve been a nice campaign.
basically, it´s was huge running shoe boxes in parks and places where athletes frequented (sports shops also). huge running t-shirts on balconies. Huge prints with huge running numbers. etc. all with the tag line: HELPING MAKES YOU BIG (GREAT, in spanish).
this is from a while back, i don´t know why i forgot about this particular failure.

i´m having trouble uploading images with blogger. colors are sometimes messed up and, like these, thumbnails aren´t looking too good.

anyways, march/25/06, this is a campaign we did with Federico Watkins and Gabriela Arango for Kretz. for their new price verifier, a device for supermarkets where people could check the price of what they were buying and also check out offers or things that were on sale.

1 - "Everything has a price: $ 7,000,398,218,999. Plura. The value of things".

2 - "To deceive a friend costs a friendship. Plura. The value of things".

3 - "What´s cheap isn´t expensive, it´s cheap. Plura. The value of things". (This one plays with an old saying that says that if you buy something cheap it will end up costing you, being expensive).

copy: "Plura improves the shopping experience of your clients: now they can find out the price of what they’re buying without asking anyone, they can check out offers and sales or sum up their goods. Also, it has advantages for your company, because it reports statistics of use, crosses information of consultations and helps measure the efficiency of your offers. And what’s best: on that blue screen at reach, for everyone to see. Plura. Kretz´s price verifier".

Am Juri. these guys sell entire buildings, that´s what they do, they specialize on selling brand new real estate projects.

i received a brief about them with a media strategy to engage construction people who would find in Am Juri a suitable business parter to effectively sell the whole of whatever they were planning to build.

i was unhappy with the strategy, it was the typical boring radio plus print and other stuff. i didn´t like it because i believed that to engage these particular guys we had to propose something else and not just try to communicate to them ´directly´ through these channels. we had to make them look our way.

we had to generate an experience.

so the idea was to make a "power marketing action/invasion" on a building currently in construction. right in the middle of downtown, at rush hour, on a busy street full of people. and turn an ugly construction site into a disco type thing with a DJ blasting music and beautiful girls dressed as construction workers dancing on halfway built balconies. always watching out for safety, everything clockworked and prepared.

media, invited. friends, invited. the guys on happy hour in the pub across the street, the people commuting home from the office, all lured by the spectacle, maybe to shake their asses after work a bit. looking up, taking pictures, video calling a friend.

experience turns into word of mouth. free press. viral videos. documentary style tvc. photographers. blogs. facebook. YouTube. cops? maybe.

and on top of it all, a huge banner: THE POWER OF MARKETING HAS REACHED CONSTRUCTION.

will it remain in draft form forever? probably. all i know is that it was guaranteed fun, a bit more than what the initial brief proposed.

it´s good to try. great to share. always try to go with something else.

"Manu Herrera
Title: "Grandpa"
Tecnique: Crayons
Measures: 30 x 43 cm

To understand the value of your home.
The first step to sell it at the best price.

AM. We value your trust".




"The Varelas
Title: "The comeback"
Tecnique: Keys
Measures: 35 x 35 cm

To understand the value of your home.
The first step to sell it at the best price.

AM. We value your trust".


"Julia Wernicke
Title: "Youth"
Tecnique: Collage
Measures: 40 x 60 cm

To understand the value of your home.
The first step to sell it at the best price.

AM. We value your trust".

Ari Milstein 01a.mp3 - Flaherty

"Ah! The hinges squeeking.
To understand the value of your home. The first step to selling it at the best price.
AM. We value your trust".

Ari Milstein 02a.mp3 - Flaherty

"Ah! The deposit filling up.
To understand the value of your home. The first step to selling it at the best price.
AM. We value your trust".

Ari Milstein 03a.mp3 - Flaherty

"Ah! The heater´s little noise.
To understand the value of your home. The first step to selling it at the best price.
AM. We value your trust".

too bad our client´s lawyer didn´t let us go with it, oh well, you learn.

"When you spend the least on the best on the market, you want to tell it to the first one you encounter.

It may be early in the morning, but you get in touch and our operators are already telling you if it´s convenient to sell or wait until the market changes. And that helps decide which way you want to go. Make the deals you want to make and then, tell the tales you want to tell.

FYO.COM Behind great business tales".


"When you sell better then you expected, you want to tell it to the first one who appears.

It may be early in the morning, but you get in touch and our operators are already telling you if it´s convenient to sell or wait until the market changes. And that helps you decide which way you want to go. Make the deals you want ot make and then, turn yourself into the only protagonist of all your tales.

FYO.COM Behind great business tales".

"When you get the bill of lading at the last moment, you want to tell it to the first one who appears.

And it doesn´t matter where you are, because with a simple call, an email or a text message you may find what you need to know. And that gives you solid ground to make decisions. Make the best deals you can and then tell the tales you always wanted to tell.

FYO.COM Behind great business tales".

Wrote original idea and part of script.

/

Escribí la idea original y parte del guión.

PLASTIC FRUIT DECORATIONS.
14% RETURN. CHANGES YOUR TOMORROW.

TEA WITH CRACKERS.
14% RETURN. CHANGES YOUR TOMORROW.

UNDERWEAR GIFTS FOR GRANDCHILDREN.
14% RETURN. CHANGES YOUR TOMORROW.

MEXICAN SOAP OPERA AT 4PM.
14% RETURN. CHANGES YOUR TOMORROW.

BROWN TONES EVERYWHERE.
14% RETURN. CHANGES YOUR TOMORROW.

14% RETURN. TO SECURE TODAY WHAT YOU´LL WANT TOMORROW.

14% RETURN. TO SECURE TODAY WHAT YOU´LL WANT TOMORROW.

20th anniversary drafts
1)
WITH THE GRANDMOTHERS WHO BLOG.
since 1988.

WITH THE ONES WHO TAKE THEIR GRANDCHILDREN TO CONCERTS.
SINCE 1988.

2)
36,895
STORIES MAKE OURS.

since 1988. since 1992. since1997. since 2002. since 2008.