Works » REVISTA MAXIM

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Industry Publications & media
Media Print, Magazine & Newspaper
Market Argentina
Agency DDB Buenos Aires
Creative Director Hernan Jauregui - Pablo Batlle
Art Director Fernando Frontiñan, Pablo Fernández Russo, Sebastian Esposito
Copywriter Leandro Custo, Damian Izquierdo
Producer Omar Barrantes
Released June 2012

Awards

Cannes Lions 2012
Media Lions Publications & Media Bronze

Credits & Description

Type of entry: Product & Service
Category: Publications & Media
Advertiser: REVISTA MAXIM
Product/Service: REVISTA MAXIM
Agency: DDB ARGENTINA Buenos Aires, ARGENTINA
Advertiser REVISTA MAXIM
Product REVISTA MAXIM
Entrant DDB ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Product & Service
Category: Publications & Media
Title: COLD LINE
Advertiser/Client: REVISTA MAXIM
Product/Service: REVISTA MAXIM
Entrant Company: DDB ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: DDB ARGENTINA Buenos Aires, ARGENTINA
Media Agency: OMD ARGENTINA Buenos Aires, ARGENTINA

DGC: Pablo Batlle (DDB Argentina)
DGC: Hernan Jauregui (DDB Argentina)
Creative Director: Pablo Batlle (DDB Argentina)
Art Director: Sebastian Esposito (DDB Argentina)
Art Director: Pablo Fernandez Russo (DDB Argentina)
Art Director: Fernando Frontiñan (DDB Argentina)
Copywriter: Leandro Custo (DDB Argentina)
Copywriter: Damian Izquierdo (DDB Argentina)
Film Director: Tano Cellentano (Peluca Films)
Film Director: Nico Parodi (Sabado)
Producer: Omar Barrantes (DDB Argentina)



Results


The action was an instant hit, achieving an increase in the market share over local competitors, gains in both Facebook Fans and Twitter Followers, and most importantly 566 completely annihilated erections.



Creative Execution


The action took place at a call centre that was fully functional for 15 days, where three old ladies were cooling men down through recorded messages and answering live calls for two hours a day, bringing out old age aches, boring anecdotes, never-ending gossips and lots of more unsexy topics. The campaign was promoted through print and outdoor ads, Cold Line flyers in the format of sex offerings on phone booths as guerilla ads, virals videos on YouTube, and on the brand´s Facebook and Twitter.




Maxim was looking to position in Argentina as the hottest magazine out, and that´s how Cold Line was born: a phone service to help men get turned off when the scorching effects of reading a Maxim made them uncomfortable horny.

The Print Ad titled COLD LINE was done by DDB Buenos Aires advertising agency for product: REVISTA MAXIM (brand: REVISTA MAXIM) in Argentina. It was released in Jun 2012.