Maxcom Yuzu by DraftFCB Mexico, Primo Buenos Aires for Maxcom

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Maxcom Yuzu

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Industry Consumer & Public services
Media Film
Market Mexico
Agency DraftFCB Mexico
Director Jonathan Gurvit
Art Director Viridiana García, Rodo Fernandez Siffredi
Producer Sara Calles, Julio Cesar Lopez, Héctor Méndez, Victoria Piantini
Agency Primo Buenos Aires
Released September 2011

Credits & Description

"In Mexico, when young people are bored, they tend to say 'Cree cree', emulating the cricket sound.
That's the insight on which we built the campaign character.
The Yuzu cricket is to boredom, what the Grim Reaper is to death: its materialization.
Everytime you are bored, the cricket appears in your life aiming at keeping you entertained.
But, being an bad professional, he makes boredom more unbearable.
The cricket tone is like lowsy jokes; they suck, but still make you laugh. It is a ball-buster -and such meanness does really feel- but still you like it.
The product, advertised in the campaign, is the first live TV to be enjoyed on any portable devices: cell phones, tablets, laptops, etc.
Different from Netflix, which has just been launched, Yuzu is LIVE. It does not depend on a library, containing old stuff.
That is the greatest difference of a product that is mind-blowing these days. You may be checking email at the office or on your way to somewhere and yet you will not miss the Barcelona match or your favourite series LIVE. We strongly believe this will revolutionize the Mexican market”.

Company: Maxcom
Product: Yuzu
Client: Gerardo Acevedo / Ricardo Ortiz / Moramai Gómez del Bosque
Agency: DRAFTFCB México
VP Creative: Ignacio Zuccarino
Creative Directors: Ariel Senzacqua / Martín Giudicessi / Salvador Pacheco
Copy: Ricardo Aráoz
Art Director: Viridiana García
Producer: Julio López
Producer: Héctor Méndez
Account Grouper: Carlos Márquez
Account director: Pilar Ortega
Production Company: Primo Buenos Aires
Director: Jonathan Gurvit
Executive Producer: Caro Cordini
Producer: Victoria Piantini
Postproduction Producers: Sebas Lopez / Majo Villalba
Production Services: The Maestros
Producer: Sara Calles
Postproduction: LaPosta
Colour Correction: LaPosta
Sound Design: Javier Umpierrez
DOP: German Lammers
Art Director: Rodo Fernandez