NORTE PHOTOBLOCKER by Del Campo Saatchi & Saatchi Buenos Aires for Norte

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NORTE PHOTOBLOCKER

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Industry Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Released June 2012

Awards

New York Festival 2013
Direct & Collateral Beverages: Alcoholic SILVER WORLD MEDAL
Outdoor Beverages: Alcoholic SILVER WORLD MEDAL

Credits & Description

Type of entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Advertiser: ABINBEV
Product/Service: NORTE BEER
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Advertiser ABINBEV
Product NORTE BEER
Entrant DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Type of Entry: Ambient
Category: Bars, Restaurants & Stores, etc.
Title: NORTE PHOTOBLOCKER
Advertiser/Client: ABINBEV
Product/Service: NORTE BEER
Entrant Company: DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
DM/Advertising Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Maxi Itzkoff/Mariano Serkin (Executive Creative Director)
Ariel Serkin (Creative Director)
Nicolas Diaco (Copywriter)
Ezequiel De Luca (Art Director)
Manuela Sorzana (Account Supervisor)
Ricardo Fernández/Pablo Firpo/Matias Mediña (Advertiser's Supervisor)
Agency Producer: Adrian Aspani/Camilo Rojas/Lucas Delenikas (Producer)
Jaime Vidal (Account Manager)
Jaime Vidal (Account Manager)
Product Development: Martin Feigielman (Other Credits)
Description of Ambient execution
The context:
Cerveza Norte is northern Argentina’s traditional brand of beer.
Due to the arrival of sexier, imported brands onto the market, the challenge was to modernize Norte’s image.
The problem:
Technological advances and social networks have exposed our lives for the entire world to see, putting our reputations at risk. Especially at bars and clubs.
The solution:
Norte PHOTOBLOCKER, a beer cooler that in addition to keeping your beer ice-cold, detects camera and cell phone flashes. PHOTOBLOCKER instantly shines back a strong flash, ruining the photo and keeping people safe from cameras and subsequent social network tagging.
We installed NORTE PHOTOBLOCKERS in the main bars and clubs of northern Argentina.
More than 50,000 people participated in the experience in bars and clubs.
Norte PHOTOBLOCKER became a trending topic in the region, and Norte replaced foreign beer brands in “top of mind” and “intent to buy” categories.
Norte PHOTOBLOCKER was selected as 2012’s Invention of the Year in the most important men’s magazine in Argentina.
With Norte PHOTOBLOCKER, what happens in the club, stays in the club.