Sex can boost the economy

Agency: Zurda Agency

Year: 2024

Founder & CCO: Diego Gueler Montero

ECD: Darío Ventura

Creative Team: Lucía Abbiatti / Nicolás Martinez Wagner

Made in Argentina

Agency: Zurda Agency

Founder & CCO: Diego Gueler Montero

ECD: Darío Ventura

CD: Tomás Wilhelm / Juan Pedro Ferretti

Creative Team: Federico "Fito" Silva / Ignacio "Corchi" Allami / Javier Agena Goya / Ruben De Blas

Awards: Lápiz de oro

Motothematics

Agency: Zurda Agency

Year: 2024

Founder & CCO: Diego Gueler Montero

ECD: Darío Ventura

Creative team: Ignacio "Corchi" Allami / Federico "Fito" Silva

Change, something good is going to happen

Agency: Zurda Agency

Year: 2024

DC: Tomás Wilhelm / Juan Pedro Ferretti

Creative team: Nicolás Cortese, Matías Irigoytia, Miguel Dianda, Agustina Rodriguez y Juan Carlos Vilela Castro

Patagonia - Nahuelito

CCO: Diego Gueler Montero

ECD: Darío Ventura

CD’s: Adrés Wassermann / Javier Biondo

Creative Team: Ivana Paricollo / Lucas Frigerio

Awards:

Creative Argentine Circle: Silver / Bronze

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ABI Quilmes - Coincidences (2022)

QUILMES - TIRO LIBRE

AGENCY: draftLine Buenos Aires

CCO: Diego Gueler Montero

ECD: Darío Ventura

Head of Art: Mayra Brulc

CREATIVE TEAM: Ignacio Allami / Fito Silva / Santiago González Llanos / Alvaro López Valencia

AWARDS:

Cannes: Lions x 3: Film: Bronze / Industry Craft: Bronze / Media: Bronze / Shortlist x 7.

Clio: Silver x 2 / Bronze

One Show: Bronze / Merit x 5

Ojo de Iberoamérica: GP x 2 / Gold x 8 / Silver x3

Sol de Iberoamérica: Grand Prix / Gold x 2

Effie Argentina: 3 golds

Círculo de creativos Argentinos: Grand Prix / Gold x 6 / Silver x 8 / Bronze

Dossier: Lápiz de Platino x 2

TVC Previous World Cup 2022

TVC - Once Argentina became world champion this one was released

Case Study

This campaign lived across all media outlets that exist, it wasn't just a commercial that went viral worldwide; it also featured collectible labels and cans that became the best-selling in the country's history. It was a real-time, impactful OOH (Out of Home) and PR (Public Relations) campaign.

Video Case - Design

ABI Brahma - Misspelled (2022)

Agency: draftLine Buenos Aires

CCO: Diego Gueler Montero

ECD: Darío Ventura

Creative Team: Ivana Paricollo, Lucas Frigerio, Santiago González Llanos y Álvaro López Valencia

Awards:

Ojo de Iberoamérica: Bronze x 4

Círculo de creativos argentinos Bronze x4

Effie Argentina: Silver x 2

IAB: Gold x 2 / Silver / Bronze

Lápiz de oro: Gold

Racing Club - Mum t-shirt (2022)

Agency: draftLine Buenos Aires

CCO: Diego Gueler Montero

ECD: Darío Ventura

Head of Art: Mayra Brulc

CDs: Andrés Wasserman / Javier Biondo

Awards:

One Show: Merit x 3

Círculo de creativos argentinos: Grand Prix / Gold / bronze x2

Clio: Finalist

ABI Segunda Quincena (2022)

Agency: draftLine Buenos Aires

CCO: Diego Gueler Montero

ECD: Darío Ventura

CDs: Andrés Wasserman / Javier Biondo

Creative Team: Ignacio “Corchi” Allami - Federico “Fito” Silva

Awards:

Ojo de Iberoamérica: Gold x2

Círculo de creativos argentinos: Gold / Silver x 3 / Bronze x2

Effie Argentina: 1 Gold / 2 Silver

Lápiz de oro: Gold

About this idea

The challenge of this idea was to solve a real business problem that goes well beyond advertising thinking. The beer market experienced a significant slowdown in consumption due to inflation and other repercussions of the economic crisis affecting Argentina. Our proposal was to concentrate all promotions in the second half of the month, enabling people to access very aggressive discounts at the time of the month when they need it the most, towards the end of the month when they have little money left. Understanding that salaries in Argentina are paid at the beginning of the month. The result was a digital discount platform that encompassed all the company's brands.

Once the platform was developed, we created the communication campaign.

TVC 🇬🇧

TVC 🇪🇸

Case Study

ABI Corona - Reverse Label (2021)

Agency: draftLine Buenos Aires

CCO: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVE TEAM: Lucas Fernández / Andrés Morales Vega

Awards:

One Show: Silver

Clio: Finalist x2

Effie Latam: Bronze

Ojo de Iberoamérica: Gold / Bronze x 2

Círculo de creativos argentinos: Gold x 3 / Silver / Bronze

ABI Bees - Data 4 Store (2021)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVES: Ignacio Allami / Fito Silva

Awards:

Clio: Bronze

One Show: Bronze / Merit x 2

Cannes: Finalist

Círculo de creativos Argentinos: Gold / Silver / Bronze

Effie Argentina: Bronze

IAB: Gold / Bronze

ABI Andes - Payback Promo (2021)

AGENCY: draftLine Buenos Aires

CCO Diego Gueler Montero

CD: Christian “Amish Bueno” Leal Saint-Jean - Sebastián “Amish Malo” Higueret

CREATIVE TEAM: Ivana Paricollo / Lucas Frigerio / Agustina Zbogar

Awards:

Effie Argentina: Gold / Silver

Ojo de Iberoamérica: Best in show for Argentina / Silver x 2 / Bronze x2

Círculo de creativos argentinos: Gold / Silver / Bronze

ABI Quilmes - Ballon Dirt (2021)

AGENCY: draftLine Buenos Aires

CCO: Diego Gueler Montero

CD: Darío Ventura

CREATIVE TEAM: Santiago González Llanos / Alvaro López Valencia

Awards

IAB: Silver / Bronze

Circulo de Creatividad Argentina: Merit

ABI Quilmes - Free Kick (2021)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

CD: Darío Ventura

CREATIVE TEAM: Santiago González Llanos / Alvaro López Valencia

AWARDS:

Clio: Silver

One Show: Merit x 2

Cannes: Finalist

Effie Latam: Gold

Effie Argentina: Gold

Ojo de Iberoamérica: Silver x 2

Círculo de creativos Argentinos: Silver x 2

TVC 🇪🇸

TVC 🇬🇧

Video case

ABI Budweiser - Small Talks (2021)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVES: Ignacio Allami / Fito Silva

Awards:

Ojo de Iberoamérica: Gold x 2

ABI Andes - Ecophones (2020)

Agency: draftLine Buenos Aires

ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVE TEAM: Lucas Fernández / Andrés Morales Vega

Awards:

Effie Latam: Gold

Smarties: Grand Prix / Gold

Effie Argentina: Silver

Ojo de Iberoamérica: Bronze

ABI - Lo damos vuelta (2020)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CEEATIVE TEAM: Ignacio Allami / Fito Silva

Awards:

Effies: Silver

Ojo de Iberoamérica: Gold x 2 / Silver x 2

Círculo de creativos argentinos: Gold / Silver

+Digital: Gold / Bronze

ABI Blasfemia - Non Gender Models (2020)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

DESIGN DIRECTOR: Mayra Brulc

DESIGNER: Agostina Gamboa

CREATIVE TEAM: Isac Neto / Florencia Morado / Lucas Fernández / Andres Morales Vega

AWARDS

Cannes Lions: Finalist

Ojo de Iberoamérica: Silver x 2 / Bronze

Círculo de creatividad argentina: Gold / Silver

ABI Blasfemia Launch (2020)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

DESIGN DIRECTOR: Mayra Brulc

DESIGNER: Agostina Gamboa

CREATIVE TEAM: Isac Neto / Florencia Morado / Lucas Fernández / Andres Morales Vega

AWARDS

Cannes Lions: Finalist

Ojo de Iberoamérica: Silver x 2 / Bronze

Círculo de creatividad argentina: Gold / Silver

This is the story about how we didn't create a campaign, but a whole new brand.

Enjoy Blasfemia's visual identity

ABI Blasfemia - 8M (2020)

AGENCY: draftLine Buenos Aires

CCO/ECD: Diego Gueler Montero

DESIGN DIRECTOR: Mayra Brulc

DESIGNER: Agostina Gamboa

CREATIVE TEAM: Isac Neto / Florencia Morado / Lucas Fernández / Andres Morales Vega

AWARDS

Cannes Lions: Finalist

Ojo de Iberoamérica: Silver x 2 / Bronze

Círculo de creatividad argentina: Gold / Silver

ABI Budweiser - Roulette (2019)

AGENCY: draftLine Buenos Aires

ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVE TEAM: Mau Kohan / Pamella De Oliveira Souza

AWARDS:

PHNX by AdForum: Bronze x 2

Ojo de Iberoamérica: Silver / Bronze x 2

ABI Quilmes - Rewatch (2019)

AGENCY: draftLine Buenos Aires

ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVE TEAM: Lucas Fernández / Andrés Morales Vega

AWARDS:

Cannes: Gold / Shortlist x 3

Clio: Bronze

Gerety: Silver

Effie: Silver / Bronze

Ojo de Iberoamérica: Silver x 2 / Bronze

Círculo de creativos argentinos: Gold x 2 /Bronze

+Digital: Gold / BronzE

ABI Quilmes - Eternal Contract (2019)

AGENCY: draftLine Buenos Aires

ECD: Diego Gueler Montero

CDs: Sebastián “Amish Malo” Higueret / Christian “Amish Bueno” Leal Saint-Jean

CREATIVE TEAM: Santiago González Llanos / Álvaro López Valencia

Awards:

Effie: Bronce

Ojo de Iberoamérica: Bronz

Tulipán - Consent Pack (2019)

AGENCY: BBDO Argentina

ECDs: Diego Gueler Montero / Joaquín Campins / Christian Rosli

CREATIVE TEAM: Raquel Chavez / Manolo Catalán

AWARDS:

Cannes: Bronze

Effie: Gold

Círculo de creativos argentinos: Grand Prix

+Digital: Gold

Ford - Human Power (2019)

AGENCY: BBDO

ECDs: Diego Gueler Montero / Joaquín Campins / Christian Rosli

CREATIVE TEAM: Jorge Adrover / Agustín Osman

AWARDS:

Círculo de Creatividad Argentina: Gold / Silver.

ABI Corona - Polluted Billboard (2018)

ECDs: Diego Gueler Montero / Joaquín Campins / Christian Rosli

Creative Team: Jorge Adrover / Agustín Osman

Awards:

Círculo de creativos argentinos: Silver

SC Johnson Fuyí - Invisible mums (2018)

AGENCY: BBDO Buenos Aires

ECD: Diego Gueler Montero - Joaquin Campins - Christian Rosli

CREATIVE TEAM: Agustín Osman / Jorge Adrover

AWARDS:

Círculo de creativos argentinos: Gold / Silver

TVC

Powerchair - VR Power Trainer

Agency: R/GA

CD: Diego Gueler Montero / Sebastián Graccioli

Team: Christian Leal Saint-Jean / Sebastián Higueret

AWARDS:

IxDA 2018: Best in Show / Best in disrupting

Clio: Gold / Silver

ADC: Silver

One Show: Bronze

Círculo de creativos argentinos: Titanium / Gold

Innovation campaing

VR Power Trainer español

P&G Fairy - Fair

Agency: Grey Buenos Aires / Grey London

CD: Diego Gueler Montero / Sebastián Graccioli

Team: Diego Lopez / Isac Neto / Andrés Morales

Integrated Campaign

Media Involved: PR - TVC - Social Media

Favaloro Fundation - The salt you can see

Agency: Grey Buenos Aires

CD: Diego Gueler Montero / Sebastián Graccioli

Team: Facundo Martinelli / Florencia Loda

AWARDS:

Cannes: 2 Golds / Silver / 2 Bronzes

Clio: 2 Silvers / 2 Bronzes

Ojo de Iberoamérica: Grand Prix

Sol de Iberomérica: Gold

Effie Latam: 2 Golds / Silver

Integrated campaign

Media involved: PR - Social - Salt.

La sal que se ve - Español.

P&G Magistral - Dish Therapy

Agency: Grey Buenos Aires

CD: Diego Gueler Montero / Hernán Kritzer / Ale Devoto

Awards:

Cannes: Bronze

Fiap: Grand Prix

Wave: Grand Prix

Effie Latam: Gold

TVC campaing

El Cronista - Contradictions

Agency: Grey Buenos Aires

CD: Diego Gueler Montero / Sebastián Graccioli

Team: Raquel Chavez / Manolo Catalán

Awards:

Cannes: Silver

Ojo de Iberoamérica: Bronze

Círculo de Creativos Argentinos: Silver / Bronze

Otro Mundo Beer - Steve Chopp

Agency: Grey Buenos Aires

CD: Diego Gueler Montero / Sebastián Graccioli

TVC

ABInBev Andes - Message in a bottle

Agency: Del Campo Saatchi & Saatchi

CD: Diego Gueler Montero / Fernando Militerno

Awards:

Cannes: 2 Bronzes

Ojo de Iberoamérica: Gold / Silver / Bronce

Effie Argentina: Bronze

Integrated campaign

Media involved: App - Social Media - OOH - TVCs

Chang You! - Playing can´t be bad

Agency: Saatchi & Saatchi Global

Creatives: Diego Gueler Montero / Charlie Lanús

Awards:

Spikes Asia: Grand Prix

D&AD: Graphite Pencil

TVC campaign

Coca-Cola Company - Epic Life

Agency: Del Campo Saatchi & Saatchi

Creatives: Diego Gueler Montero / Charlie Lanús

TVC Campaign

Epika - Español

AbInBev Norte Beer - Wide Thumb

Agency: Del Campo Saatchi & Saatchi

Creatives: Diego Gueler Montero / Charlie Lanús

Awards:

Sol de Iberoamérica: Silver

Ojo de Iberoamérica: Silver

Círculo de creativos argentinos: Bronze

Integrated campaign

Media involved: OOH, TVCs, Promo.

Norte boca ancha - español

Norte Boca Ancha "Reposo"

Norte boca ancha - español

ABInBev Andes - A singular man

Agency: Del Campo Saatchi & Saatchi

Creatives: Diego Gueler Montero / Charlie Lanus

Awards:

Cannes: Finalist

LIA: Silver / Bronze

Sol de Iberoamérica: Gold

Ojo de Iberoamérica: Gold

TVC

ABInBev Norte - The Best Excuse Ever

Agency: Del Campo Saatchi & Saatchi

Creatives: Diego Gueler Montero / Maximiliano Borrego

Awards:

Cannes: Bronze

Clio: Gold

ADC: Silver

Ojo de Iberoamérica: Gold

Integrated campaign

Media involved: digital, social, OOH, print, TVC.

TVC

BC Juices - GPS

Agency: Del Campo Saatchi & Saatchi

Creatives: Diego Gueler Montero / Maximiliano Borrego

Awards:

Wave: Grand Prix

Sol de Iberoamérica: Silver

Ojo de Iberoamérica: Silver

MTV - Swimming Pool

Creatives: Diego Gueler Montero / Maximiliano Borrego

Disco Supermarket - Buy it!

Agency: Y&R Buenos Aires

Creatives: Diego Gueler Montero / Maximiliano Borrego

Awards:

Ojo de Iberoamérica: Silver

Fiap: Silver / Bronze

TVC campaign

Tulipán - Rabbits

Agency: Y&R Buenos Aires

Creatives: Diego Gueler Montero / Maximiliano Borrego

Awards:

Cannes: Gold / Silver / Bronze

Clio: 2 Bronzes

NY Festivals: Gold / Silver

LIA: Gold / Silver

One Show: Merit

First Argentinian Luerzer´s Archive cover ever

Exposed at Louvre Museum in 2008

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Back to Work

Tulipán - Sex for economy (2024)

Netflix - Made in Argentina (2024)

YPF RÖD - Motothematics (2024)

Pepsi - BZRP (2024)

Patagonia - Nahuelito (2023)

ABI Quilmes - Coincidences (2022)

ABI Brahma - Misspelled (2022)

Racing Club - Mum t-shirt (2022)

ABI Segunda Quincena (2022)

ABI Corona - Reverse Label (2021)

ABI Bees - Data 4 Store (2021)

ABI Andes - Payback Promo (2021)

ABI Quilmes - Ballon Dirt (2021)

ABI Quilmes - Free Kick (2021)

ABI Budweiser - Small Talks (2021)

ABI Andes - Ecophones (2020)

ABI - Lo damos vuelta (2020)

ABI Blasfemia - Non Gender Models (2020)

ABI Blasfemia Launch (2020)

AGENCY: draftLine Buenos Aires CCO/ECD: Diego Gueler Montero DESIGN DIRECTOR: Mayra Brulc DESIGNER: Agostina Gamboa CREATIVE TEAM: Isac Neto / Florencia Morado / Lucas Fernández / Andres Morales Vega AWARDS Cannes Lions: Finalist

ABI Blasfemia - 8M (2020)

ABI Budweiser - Roulette (2019)

ABI Quilmes - Rewatch (2019)

ABI Quilmes - Eternal Contract (2019)

Tulipán - Consent Pack (2019)

Ford - Human Power (2019)

ABI Corona - Polluted Billboard (2018)

SC Johnson Fuyí - Invisible mums (2018)

Powerchair Football (2017)

P&G Fairy (2016)

Favaloro Fundation (2015)

P&G Magistral (2015)

El Cronista (2015)

Otro Mundo Beer (2014)

ABInBev Andes (2014)

Chang You! (2013)

Coca-Cola Company (2012)

AbInBev Norte Beer (2011)

Disco Supermarket (2007)

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Tulipán (2006)