Quantcast
Channel: The Drum - Creative Works
Viewing all articles
Browse latest Browse all 1069

Creative Work of the Week: restoring the magic of Christmas with Wunderman Thompson

$
0
0
Premium: 

Near the end of 2019, Tarjeta Cencosud, one of the biggest credit card companies in Latin America, implemented a campaign to bring a sense of magic back into Christmas shopping.

At least 50% of annual sales are made in December, and the over-saturation of offers and promotions can ruin the element of surprise for parents Christmas shopping for their children. 

Wunderman Thompson worked alongside Tarjeta Cencosud to vanish offers and prices from its communication. Instead they installed digital billboards that showed Santa with his toys.

These billboards then sent signals to parents’ phones. By doing so, they helped adults to learn about the Christmas promotions of the products that their children wanted, without the children ever noticing.

For its innovative use of OOH technology, The Drum's readers voted the campaign the Creative Work of the Week.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

: 'Unexpected Message'

Agency:
Client:
Date: January 2020
In December, at least 50% of the sales of the year are made. That is the reason why stores and streets are filled with offers and promotions that ruin Christmas magic.
Tarjeta Cencosud, one of the most important credit cards from Latin America, has implemented this year an action that is as magical as Christmas. It vanished offers and prices from its communication installing OOH, that showed Santa with toys and also could send signals to the virtual assistants of parents’ phones. By doing so, they managed to make adults learn about the Christmas promotions of the products that children wanted, without them even noticing.
They added a technology to billboards that send out an ultrasound message inaudible by humans, however noticeable to smartphones assistants, allowing to communicate offers without being heard by children. 
“Devices of ultrasound audio transmission were composed of a high frequency oscillator of 40Khz, an audio player, a frequency amplifier and an array of ultrasound transducers with its own power source”, the developers explained.  
"That a credit card gives up sales to take care of Christmas magic for children, is an example for everyone. Based on the dolphin attack, we made an unprecedented technological development that allows us to avoid put prices on communication. This is an action that shows that technology is not cold if used nobly”, said Patan Tarazaga and Dany Minaker, CCOs of Wunderman Latam.
Credits:
 
 
Agency: Wunderman Thompson Buenos Aires
Advertiser: Tarjeta Cencosud
Executive Creative Director: Sebastián Tarazaga / Dany Minaker
Creative Director: Damián Lavandera / Gastón Durán / Matías Paglieri / Darío Ventura
Social Media Team: Lucas Frigerio / Julián Amarillo
Agency Producer: Maite Orlievsky
Technology Director: Francisco Tripodi / Santiago Villa
Customer Service Director: Fabiana Antonelli
Account Direction: Mercedes Cores / María José Cruces
Account Supervisor: Fernando Pomares
Production Company: Rebolución
Directors: Juliet  / Lucía Valdemoros
Executive Producer: Santiago Aicardi / Tomás Perez Silva
Producer: Martín Busel
Director of Photography: Daniel Carrizo
Editor: Federico García Rico
Music Band: Violeta Music
Advertiser Supervisor: Melina Suarez Pino / Analía Riganti 
Tags: Argentina
 
 
 
Loading...

 

Location:

Secondary categories:

Article Type:

Sponsored Content: 
Non Sponsored Content
Hide Content Hub Block: 
Show Content Hub Related Companies Block

Badge Color:

Article Layout:

Section: 
Brand

Primary Category:

Exempt from Freewall: 

Viewing all articles
Browse latest Browse all 1069

Trending Articles