Tic-tac Print Birthday by La Comunidad Buenos Aires

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Birthday

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Industry Candies
Media Print, Magazine & Newspaper
Market Argentina
Agency La Comunidad Buenos Aires
Executive Creative Director Ramiro Raposo, Fernando Sosa
Creative Director Mariano Gamba, Rodrigo Greco
Creative Daniel Pérez Galeano, Carlos Quesquén Cortez
Released June 2017

Awards

Clio Awards 2017
Print Technique Product/Service: Illustration Silver

Credits & Description

When you have so much, you never know who wants to get close to you for you versus your assets. La Comunidad, the Buenos Aires office of innovative, cross-cultural agency the community, explores that very question in "Tic Tac Millionaires," its new print campaign for Tic Tac. Now that Tic Tac comes in a 100-pack, everyone can walk in millionaires' shoes and ponder their friends’ true motives. Running in Argentina, this colorful, tongue-in-cheek campaign chronicles three scenes, each of which features a person questioning their peers’ motives.
Media: Print
Category: Food
Client: Ferrero Argentina/ Tic Tac
Agency: la comunidad, Buenos Aires
Country: Argentina
Title: Lockers
“Tic Tac Millionaires” Team Credits
Agency: La Comunidad
Executive Creative Directors: Ramiro Raposo, Fernando Sosa
Creative Directors: Rodrigo Greco, Mariano Gamba
Creative Team: Carlos Quesquén Cortez, Daniel Pérez Galeano
Group Account Director: Sebastián Díaz
Account Director: Solange Blanco
Account Executive: Catalina Gay
Director of Production: Ramiro Capisto
Production Assistant: Sebastián García
Ilustrator: Andrés Yeah

Client: Ferrero Argentina
Brand: Tic Tac
South America Marketing Manager, Regional Brand Head: Sofía Tiscornia
Description:
Running in Argentina, this colorful, tongue-in-cheek campaign chronicles three scenes, each of which features a person questioning their peers’ motives. In the “Birthday” spot, a girl sits in front of her locker, questioning whether her classmate truly cares about her birthday or just wanted a Tic Tac. Similarly, the other two print spots, “Funny” and “Be Right,” feature a man at the laundromat wondering whether his friends truly find him funny, and a woman slouched on the train as she ponders whether she’s actually always right. The questions appear written out in bold, pastel typeface, with each figure scrutinizing the words.
Did he actually care about my birthday or did he only want my Tic Tacs?
Feel like a millionaire. Well a Tic Tac millionaire.