As the year 2012 is coming to an end, we find ourselves in the best time to analyse what we have gone through as an advertising and marketing agency. We began the year with great expectations and before we knew it, these 12 months of work were over.
Our “When I was child, I wanted to be… And today I choose… ” campaign for the Argentine Chamber of Commerce proved a major success. Great multinational corporations followed suit by using the same premise, which made us enormously proud and made us grow.
The story: A five-year-old saw the advert with the superhero, the fire-fighter and the astronaut on the street and asked his father what it was about, with his father replying “it’s a university.” Without a doubt, he replied: “When I grow up, I’ll be studying there.”
Villa la Angostura was another key challenge. With the ashes as a fresh memory and our AMEN [In Spanish, the imperative for “love”] campaign, we invited people to choose to choose between “love” and Amen, going for couple love or the religious option of enlightening. In this context, images of Villa La Angostura in its autumn and winter collections helped it reach all time high occupancy rates in the city, allowing Villa La Angostura to rise from the ashes of the Puyehue Volcano. Indeed, Neuquén won the Mercurio award for best tourism campaign, with Marcelo García Leyenda, Regional Secretary of Tourism, being presented with the Bitácora award for public administration.
In addition to these highlights, this year saw three strategies involving work from our agency become laws: Vino Argentino Bebida Nacional, for which we created the logo and the idea of the TV advert still on air, Yerba Mate Infusión Nacional and Aceite de Oliva Alimento Nacional.
The “I have a dream” campaign attained unimaginable success in the bid which the City of La Punta won over Rosario and La Punta is now still hoping to become the Argentine host of the 2019 Pan American Games.
At an audio-visual level, advertising spots of the “I have a dream” and “Collections” campaigns made it to the most unexpected venue. Thanks to its full HD shots, they become adverts to be shown on Hoyts cinema theatres.
We designed the new logo of the Lower House of Congress, where each tip represents one of the 257 representatives in the Argentine Republic.
We worked together with the Association of Colombian Women in Argentina (AMCA) on the celebration to mark Colombia’s independence. The event saw over 20,000 attendees on Avenida de Mayo and was a true colour- and music-filled feast for everyone to enjoy.
This year saw many other campaigns and actions, the stand at Viví Francia, where we showed our pride in the design of the Argentine station of the Paris Metro, which lay the ground for our debut as partners of the French-Argentine Chamber of Commerce and Industry. We also ran marketing campaigns together with ice cream parlour chain Chungo, with holiday prize draws and actions with promoters.
We travelled around the country, La Rioja, Neuquén, Villa la Angostura, Mendoza, Bahía Blanca, Mar del Plata, San Luis, Rosario, as well as abroad: Toronto, Panamá, Colombia, Brazil and London, where we organised an Argentine event during the Olympic Games.
We have lived one more year and we would like to thank all our clients who trusted us, all the friends we have made and thank God for everything He gives us every day.
Finally, to mark the end of this year 2012, we would like to wish you all happy holidays and all the best for the beginning of 2013. We hope you will start this year full of great expectations, as this is in our nature, but above all, we want to experience them.
