Buenos Aires - 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. We 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. The campaign was awarded Gold in Integrated at today's CLIO awards.
Credits: "THE BEST EXCUSE EVER"
Product: Cerveza Norte
Executive Creative Directors: Maxi Itzkoff / Mariano Serkin
Creative Director: Fernando Militerno
Art director: Maxi Borrego
Copywriter: Diego Gueler
Agency Producers: Adrian Aspani / Camilo Rojas / Lucas Delenikas
Account Director: Jaime Vidal / Patricia Abelenda
Production Company: Primo Buenos Aires
Director: Felipe & Pancho
Executive Producer: Caro Cordini
Director of Photography: Leandro Filloy
Postproduction Editor: Mauro Carpinacci
Advertiser Supervisors: Ricardo Fernandez / Eduardo Palacios / Lucas Adur