Norte, a traditional beer popular in northern Argentina, was presented as the choice for young men with “Fotostop” (Photoblocker), beer cooler that detects camera and cell phone flashes. The FotoStop instantly responds with a strong flash, ruining the photo and keeping people safe from embarrassing social network tagging. With Norte Photoblocker, what happens in the club, stays in the club.
The Norte Fotostop was distributed in bars and clubs and was used by over 50,000 people, becoming a leading conversation topic in the region. Market research showed that Norte bounced back to replace foreign beer brands in ‘top of mind’ and ‘intent to buy’ categories. Norte Photoblocker was selected as 2012’s Invention of the Year in Hombre, a leading men’s magazine in Argentina. The campaign was launched via TV, the Web, and outdoor advertising. The project won a Gold Outdoor Lion at 2012 Cannes International Festival of Creativity.
Click on the image below to play the case study video in YouTube (HD)
Click on the image below to play the FotoBlock commercial 1 (Spanish) in YouTube (HD)
Click on the image below to play the FotoBlock commercial 2 (Spanish) in YouTube (HD)
The Photoblocker campaign was developed at Del Campo Nazca Saatchi & Saatchi, Buenos Aires, by executive creative directors Maxi Itzkoff and Mariano Serkin, creative director Ariel Serkin, copywriter Nicolas Diaco, art director Ezequiel De Luca, account director Jaime Vidal, account executive Manuela Sorzana, agency producers Adrian Aspani, Camilo Rojas and Lucas Delenikas, working with Cerveceria Y Malteria Quilmes VP of marketing Ricardo Fernandez, product managers Pablo Firpo and Matias Mediña.
The Photoblocker was developed at Red Creek by Martin Feigielman.