WORK BELT by Y&R Buenos Aires for Agea

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WORK BELT

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Industry Newspapers
Media Promo & PR, Case study
Market Argentina
Agency Y&R Buenos Aires
Executive Creative Director M. Mercado
Creative Director D. Rial, D. Tuya, D. Oliveira, O. Di Nardo, M. Goldberg
Creative N. Ochoa, G. Ponce
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: AGEA
Product/Service: SPORTS NEWSPAPER
Agency: Y&R BUENOS AIRES
Date of First Appearance: Feb 19 2011
Entrant Company: Y&R BUENOS AIRES, ARGENTINA
Executive Creative Director: M. Mercado (Young & Rubicam)
Creative Director: D. Tuya (Young & Rubicam)
Creative Director: D. Rial (Young & Rubicam)
Creative Director: M. Goldberg (Young & Rubicam)
Creative Director: D. Oliveira (Young & Rubicam)
Creative Director: O. Di Nardo (Young & Rubicam)
Creative: G. Ponce (Young & Rubicam)
Creative: N. Ochoa (Young & Rubicam)
Media placement: 1 Ambient Execution - The Streets of Buenos Aires - 15 February

Insights, Strategy & the Idea
Insight: every time a real man makes plumber reparations, whether he is a plumber or not, his butt crack can be seen by everyone nearby. That´s a fact.
Strategy: through the campaign “menwitholeundertheirarm”, Olé sports newspaper gives tips and useful data to their audience, in order to make them the “man of the house”. That includes everything refered to domestic reparations.
Idea: To make and give to potential buyers a work belt with the “plumber ass” trait already included in the belt, in order to assure them that they will look like real plumbers, and therefore real men.

Creative Execution
Once the insight was clear, all we had to do was to make a work belt like any other, with space to hold different kind of tools, and then we add them a printed butt crack in the back. When someone use the work belt, it would seem that his butt crack is the one that is shown.
The work belts were handed out in the streets of Buenos Aires during a three day period, and everyone accepted them.

Results and Effectiveness
500 work belts were handed on the streets.
Everyone who wore them, sure looked more manly than those who didn't.
And many men developed their own butt crack.