Lifeguard Migration' is a campaign for Nestlé Frigor Ice-Creams under the concept: “Summer is getting closer”. With the objective of selling ice-cream before summertime, it proposes a countdown towards the most expected time of the year.
Doritos had been trying to position the brand in the local market as the ideal snack for pre-dancing meetings. When we got the assignment of developing a new campaign, we considered we had a unique opportunity of connecting with young consumers in a different, more relevant way. We decided to make Doritos the ambassador of 'slow dancing'. As soon as the campaign broke, a strong word of mouth and media buzz started. Radio stations started playing love songs and all sorts of spoofs were made on TV shows. Finally love songs and slow dancing are back at clubs, parties and weddings.
For this chewing gum brand, we replicated this iconic scene from one of the most famous Argentine movies, “Nueve reinas” (Nine Queens), where the main character shows another character all hidden thieves who roam the city.
We then inserted the concept which describes those dangerous men that are always on duty and nothing stop them: The Workaholics of Love.