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by Silvio Acevedo
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Being able to call a country our own is usually a big part of who we are. People from other countries can recognize us, we feel part of a large group of people, and there´s a place in the world we can call home. Our interests can be represented by other people of our own in worldwide politics and we share a common history. In a number of ways, we exist and matter through and because of this identity.

By the end of 2016, there were 65,5 million refugees in the whole world. This is people who  get very basic rights, like education, sanitation and the right to work compromised, because they are forced to live in a different country from their own. They are vulnerable, invisible, alone and in danger.

To raise awareness about this issue, Ogilvy & Mather New York had a simple and brilliant idea:  if refugees problems come from the fact that they don´t have a nation of their own, they would create one for them. This is how The Refugee Nation was born.

For this nation to become a tool that could gain visiblity for it´s "population", it needed to have it´s national simbols: a flag and an anthem. Each of them was created by a refugee, and presented in important events and spaces, like the Oscars to the Victoria and Albert Museum.

However, the highest point of the nation's public existence probably was the participation of it´s very own team of athletes in the Olympic Games. In one of the most organized, public and important events of the world, where national teams of all over the globe compete, refugees didn´t just get their voice heard, they could participate like any other country for the very first time.

Chief creative officer: Corinna Falusi, Alfonso MarianExecutive creative director: Jon Wagner
Creative director: Bastien Baumann, Artur Lipori, Rodrigo Moran, Caro Rebello, Ricard Valero
Senior executive producer; senior executive director: Akiko Nakashima
Associate creative director: Gil Kuruneri
​Art director; designer: Justin Au
Art director:Arthur Amiune, Eduardo Lunardi, Belén Márquez, Renato Tagliari
Copywriter: Imen Soltani
Additional credits: Senior executive producer; senior executive director: Akiko Nakashima
Composer: Moutaz Arian
Design director: Lucas Camargo
Designer: Yara Said
Director: Raphael Dias, Guilherme Pau y Biglia, Marcelo Vidal
Executive sound producer: Lucas Sfair
Audio: Canja Audio Culture
Production: Asteroide, SquarePixel


by Silvio Acevedo
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This campaign, like other campaigns that aim to persuade people to adopt animals from pet shelters rather than buying them, is based in showing the abandoned animals as unique and special.

When a new celebrity becomes famous, sooner or later someone asks ´where did he or she come from´. When this happens, humble origins can be better regarded than a past of privilege. This campaign is about the stories of pets that become a social media success, with massive amounts of likes in well known social media platform accounts. In the video ads, their owners explain what they found so unique and special about their cat or dog as to share it with the world.

But in spite of the differences this three ‘stars’ can have, they all came from a shelter. All the charisma this social media ‘divas’ have and flamboyantly display for their fanbase, didn’t have noble roots. This way, just like what happens with human stars, their humble origins are dignified. They may not have pedigree, but that doesn’t mean they can’t be special and adorable.

The emotionally compelling stories this campaign tells, can therefore reach a large audience of potential pet adopters, who can identify with them and, eventually, make a story of their own. 

More ads from the campaign and information in The Shelter Pet Project website.

Winner in Cannes 2016

Category: Cyber > Social > Influencer / Talent > N/A 
Award: Silver

Agency: J. Walter Thompson
Brand: Ad Council, Maddies Fund, The Humane Society Of The United States
Country: USA
Advertising Agency: J. Walter Thompson, New York
Entrant Company: J. Walter Thompson, New York
Media Agency: J. Walter Thompson, New York
Pr Agency: J. Walter Thompson, New York
Production Company: J. Walter Thompson, New York
Additional Company: J. Walter Thompson, New York
Art Buyer: Frannie Schultz (J. Walter Thompson, New York)
Global Business Director: Greg Mcconnell (J. Walter Thompson, New York)
Producer: Nick Orsini (J. Walter Thompson, New York)
Account Director: Stephanie Blake (J. Walter Thompson, New York)
Chief Creative Officer, New York: Brent Choi (J. Walter Thompson)
Assistant Editor: Colin Edelman (Ps260)
Director Of Digital: Jennifer Usdan Mcbride (J. Walter Thompson)
Senior Copywriter: Andrew Curtis (J. Walter Thompson)
Senior Art Director: Ben Morejon (J. Walter Thompson)
Planner: Jackie Prince (J. Walter Thompson, New York)
Audio Engineer: Rob Fielack (Plush)
Tv Producer: Andrea Rodriguez (J. Walter Thompson, New York)
Executive Producer: Dana Villareal (Plush)
Producer: Donna Lee (Ps260)
Executive Creative Director: Florent Imbert (J. Walter Thompson)
Director Of Broadcast Talent: Jamie Whitfield (J. Walter Thompson, New York)
Senior Print Producer: Steve Sincero (J. Walter Thompson, New York)
Music Artist: Charles L. Schmidt (Charles L. Schmidt)
Director: Claire Cottrell (Decon)
Editor: Dustin Stephens (Ps260)
Project Manager: Lauren Galanek (J. Walter Thompson, New York)
Executive Creative Director: Emmanuel Lalleve (J. Walter Thompson, New York)
Music Artist: Lullatone (Lullatone)

Sources: Ads of the World, Advertolog, Cannes Lions ArchiveThe Shelter Pet Project website.

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by Silvio Acevedo
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Creating and publishing content without violating laws or breaking other sets of rules, can often be a normal part of an advertiser´s job. However, in the case of this campaing, the obstacle presented was a very challenging one.

Macma, an organization devoted to fight against breast cancer, wanted to create a campaign that could make more women to check theirselves for this disease, in order improve prevention (67% of women don´t do it). David, the agency, knew that a great way to reach their audience was through social media, since women check their mobile phones 110 times a day, among other things to keep up to date with their platforms. The test is simple and free, no doctor or nurse is required to perform it, and no instrumental is necessary either -just one´s own hands-. An explanation on how to self administrate the exam was clearly a great way to achieve the campaign´s goal, considering many women don´t know how to do it.

However, Facebook forbids to feature female breast if the nipple shows. The ban applies for both the most used social network of the world, as well as Instagram. Getting around this limitation seemed impossible for a campaign like this. How can you explain a breast cancer test without showing the woman´s breasts?

Agency David had a very simple and brilliant answer for that: man-breasts. Since a man´s chest is not included in the Facebook´s policy, it was perfectly permissible to feature the full explanation of the breast cancer exam, with the help of Henry -the man whose chest was displayed in the footage-. The possibility to stress the fact that men can also have breast cancer, was also a good reason for the sex switch.

This way it didn´t only became possible to publish and share the campaign on Facebook. In the case of this ad, a lot of imagination was clearly needed to comply with the social network´s ban, in order to contribute to a social health issue, which is completely out of the question. So it also fueled the debate on what should be forbidden or not to display online, which helped the campaign to gain momentum, on social and traditional media as well.

Winner in Cannes 2016
Award: Grand Prix for Good

Agency: David
Brand: Macma
Country: Argentina
Advertising Agency: David, Buenos Aires
Entrant Company: David, Buenos Aires
Media Agency: David, Buenos Aires
Pr Agency: Urban Grupo De Comunicacacion, Buenos Aires
Production Company: Landia, Buenos Aires
Editor: Ana Svarz (David Buenos Aires)
General Accounts' Director: Emanuel Abeijon (David Buenos Aires)
David Vp Ecd: Joaquín Cubría (David Buenos Aires)
Art Director: Ricardo Casal (David Miami)
David Vp Ecd: Ignacio Ferioli (David Buenos Aires)
Copywriter: Juan Javier Peña Plaza (David Miami)
Agency Producer: Felipe Calvino (David Buenos Aires)
Producer: Thomas Amoedo (Landia)
Executive Producer: Adrian Damario (Landia)
Account Executive: Brenda Ranieri (David Buenos Aires)
President: Irene Marcet (Macma)
Account Director: Lucila Castellani (David Buenos Aires)
Head Of Production: Brenda Morrison Fell (David Buenos Aires)
Director: Nicolas Hardy (Landia)

Macma´s website:
David agency´s website (Argentina):
Source: Advertolog


by Silvio Acevedo
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Everyone knows leather comes from animals. So when we look at leather clothes in a showroom, we are watching something that used to be alive. Some people also know how much cruelty the process of making a creature to become a belt or a jacket involves. But when displayed in stores, malls, runways or even the street, this aspect of the leather industry is usually the last thing to cross our minds. As our attention is successfully diverted to the glamour and the beauty of a designer´s creation, the cruelty remains concealed at plain sight.

Ogilvy & Mather Thailand created a very provocative way to make this ignominious facet of fashion to stand out. They took leather items on display in an pop-up store, not to sell them anything, but to give them “entrails”: fake intestines, blood, a beating heart, were put inside the clothes. When the customers opened or even tried them, they were presented with an unsettling surprise, that would let them feel and remember there is still something more than just disgusting about producing and -for the same reasons- consuming leather.


by Silvio Acevedo
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The beach can be a dangerous place, that’s why lifeguards exist. However, the hazards they preserve us from aren’t actually the biggest threats to our lives while we enjoy ourselves at the coast. At least in Argentina, while 274 died drowned in 2014, deaths from skin cancer in the same year climbed to 860. To raise awareness about the problem, LALCEC (Argentinian League Against Cancer) and J. Walter Thompson Argentina created the Sun Lifeguards. With towers facing the people on the beach rather than the sea, this lifeguards were dermatologists who would take care of the tourists by providing sun protection to the people who weren’t using it, making dermatological tests and recommending different sun protection factors through warning flags. The action had massive impact in the media and in social networks.

Winner in Cannes 2015

Category: Media - Use Of Media - Use Of Ambient Media: Large Scale.
Award: Bronze.

Media: Ambient
Agency: J Walter Thompson Argentina
Advertiser: LALCEC
Brand: L.A.L.C.E.C.
ECD: Anita Rios
Art Director: Juan Lodola/ Ezequiel Irureta
Copywriter: Sebastián Lombroni/ Luciano Griessi
Head of Production: Cosme Argerich
Agency Producer: Belén Solimano
Account Director: Ariel Traverso
Advertiser supervisro: Diego Paonessa
Production company: Primo Buenos Aires
Director: Sepia
Executive producer: Alejandro Di Michele
Producer: Victoria Piantini
Post production: Casa Kiev
Sound: Error Sound


Cannes Lions Archive
Error Sound Vimeo Profile


by Silvio Acevedo
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Live on through your organ donation. This seems to be the message of “The Man and the Dog”, the campaign created by DDB Argentina for FATH (Fundación Argentina de Transplante Hepático), which features a short, strong story. It´s about a dog that follows its master everywhere he goes, until he is hospitalized. The dog can´t enter the hospital, so it waits for a long time, until a woman comes out, and both recognize each other: the woman received an organ of the dog´s master, who passed away, so in this particular way, the dog can still love its master, and he can still love his pet back.

Winner in Cannes 2015

Category: Film - Tv & Cinema Film - Fundraising, Donations & Appeals.
Award: Bronze.

Advertising Agency: DDB Argentina
Creative VP: Hernán Juaregui
Executive Creative Director: Beto Cocito
Agency Executive Producer: Diane Jackson
Account Director: Daniela Tucci
Creative Manager: Pablo Banchieri
Production Company: Central Films North
Director: Rodrigo Garcia Saiz
Executive Producer: John Barreiro
Conceptualizer: Leandro Custo
Production Service Company/Co-Producer: Rebolucion Argentina
Rebolucion EP: Patricio Alvarez Casado
Post Production: The Whitehouse Chicago
Post Executive Producer: Kristin Branstetter
Post Producer: Caitlin Morris
Editor: Matthew Wood
Assistant Editor: Caleb Helper
Post Production: The Mill
Post Executive Producer: Andrew Sommerville
Post Producer: Samantha Letzler
Colorist: Luke Morrison
Lead 2D Artist: Randy McEntee
2D Artists: Michael Sarabia, Jonathan Freeman
Audio Engineer: Nicholas Papaleo
Music: “Stuff We Did” by Michael Giacchino



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