Best excuse ever

Client: AB InBev - Norte Beer

Men from the North of Argentina needed a good excuse to go to the bar to drink beer with their friends.  They needed: The Best Excuse Ever.

For each Norte beer a man drank at the bar, the brand allotted one minute of good deeds.  A Norte team was in charge of the work.  We put counters in the street with the accrued minutes, and the good deeds could be followed on the Internet.  50.043 minutes were supplied for the making of good deeds.  The minutes were used to repair schools, improve parks, restore monuments, plant trees and clean up lakes.

The campaign got the consumers’ attention and the word of mouth was immediate.  The buzz spread along with different media including; TV, Radio, and Newspapers.  Images of the restored places were broadcasted.  The Mayor of Tucuman gave Norte the key to the city and they drank a toast together.  The campaign was awarded Gold in Integrated at CLIO awards.


Cannes Lions – Bronze – Film (2011)
Cannes Lions – Shortlist – Integrated Campaign (2011)
Clio Awards – Gold – Integrated Campaign (2011)
Clio Awards – Shortlist – Film (2011)
Art Directors Club – Silver – Integrated Campaign (2012)
Ojo Iberoamérica – Gold – Integrated Campaign (2011)
Ojo de Iberoamérica – Silver x 5 , Bronze x 2 (2011)
Fiap Awards – Silver – Integrated Campaign (2011)
Diente – Silver x 2 (2011)


Agency: Del Campo/Nazca Saatchi & Saatchi – ECD: Maxi Itzkoff, Mariano Serkin – CD: Fernando Militerno – Art Director: Maxi Borrego – Copywriter: Diego Gueler – Agency Producers: Adrian Aspani, Camilo Rojas, Lucas Delenikas – Account Director: Jaime Vidal, Patricia Abelenda.

Production Company: Primo Buenos Aires – Director: Felipe & Pancho – Executive Producer: Caro Cordini – DoP: Leandro Filloy – Postproduction Editor: Mauro Carpinacci – Music: Supercharango