Nike - 10K Street

Agency: Publicis Impetu, Montevideo, Uruguay
Creative Directors: Mario Taglioretti & Esteban Barreiro
Art Directors: Joaquín Rodríguez Frau, Carolina Fagget & Diego Bensenzoni
Copywriters: Germán Lagamma & Roberto Genta.
Illustrator: Ricardo Salamanca

Published: November 2009

Axe Day & Night - Poster

In order to find new ways to communicate the Axe Day & Night product slogan "One is suitable for general audiences. The other one is not.", the agency created a poster that is modified using the light of the panel. This way, during the night, a black vinyl lighten from behind reveals the zone which is not suitable for the day.
(Buscando nuevas formas de comunicar el slogan del producto Axe Día & Noche "Uno es valido para todos los públicos. El otro no.", la agencia creó un poster que podía ser modificado mediante el uso de la luz del panel. De este modo, durante la noche, al iluminarse desde atrás el vinilo negro que cubre parte de la imagen, se revela la zona que no es adecuado mostrar durante el día)

Agency: Lowe Ginkgo, Montevideo, Uruguay
Creative Directors: Fernando De Clemente & Sebastián Mir.
Art Director: Agustín Acosta
Copywriter: Alvaro Palombo

Maroñas Entertainment Race Course

"Some believe the 'head to head' motivates me. But what really motivates me, is that my rivals watch me win from up close."
(Algunos creen que me motiva el cabeza a cabeza, pero lo que realmente me motiva es que mis rivales me vean ganar de cerca)


"I don't know many of my rivals, but I know that they know me very well. From Behind."
(No conozco muchos rivales, sin embargo sé que ellos me conocen muy bien. De atrás)


"To think that I was unknown; they called me old horse, jackass, donkey... And to think that was only 60 seconds ago."
(Pensar que era un desconocido, que me decían matungo, equino, burro... Y pensar que eso fue hace sólo 60 segundos)


"Everybody asks me, who takes whom? Who cares? He takes the reins and I take the glory."
(Todos me preguntan Quién lleva a quién? Que importa. Él lleva las riendas y yo la gloria)

"Many people believe that the wind is on my side. Of course it is; I am the wind."
(Muchos creen que el viento me favorece. Y sí, cómo no va a hacerlo, si el viento soy yo)

Advertising Agency: DDB Uruguay
Creative Director/Copywriter: Pablo Alvarez
Art Directors: Pablo Alvarez & Guillermo Varela
Illustrator: Veronica Navarro

Published: February 2008