Cerveza Norte, the Argentina beer brand, and Del Campo Nazca Saatchi & Saatchi, have won a Gold at the Clio Awards for Integrated advertising campaign, “Le Mejor Excusa Del Mundo” (The Best Excuse In the World). Men from the North of Argentina needed a good excuse to go to the bar to drink beer with their friends. They needed the best excuse ever. For each Norte beer a man drank at the bar, the brand allotted one minute of good deeds. A Norte team was in charge of the work. They put counters in the street with the accrued minutes, and the good deeds could be followed on the Internet.
50,043 minutes were supplied for the making of good deeds. The minutes were used to repair schools, improve parks, restore monuments, plant trees and clean up lakes. The campaign got the consumers’ attention and the word of mouth was immediate. The buzz spread along different media including; TV, Radio and Newspapers. Images of the restored places were broadcasted. The Mayor of Tucuman gave Norte the key of the city and they drank a toast together.
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The Best Excuse campaign was developed at Del Campo Nazca Saatchi & Saatchi, Buenos Aires, by executive creative directors Maxi Itzkoff and Mariano Serkin, creative director Fernando Militerno, art director Maxi Borrego, copywriter Diego Gueler, agency producers Adrian Aspani, Camilo Rojas, Lucas Delenikas, account executives Jaime Vidal and Patricia Abelenda, advertiser’s supervisors Ricardo Fernandez, Eduardo Palacios and Lucas Adur.
Filming was shot by directors Felipe & Pancho via Primo Buenos Aires, Buenos Aires, with executive producer Caro Cordini, director of photography Leandro Filloy and editor Mauro Carpinacci. Music was produced at Supercharango, Buenos Aires.