Creativity A-List 2011: Del Campo Nazca Saatchi & Saatchi
The invention experts rise to the topPublished: Jan 20, 2012
2011 was a year of many triumphs for the Argentinian agency; it swiped multiple Agency of the Year awards, bagged 13 Lions at Cannes and scored impressive new business wins. And for good reason: del Campo consistently produced innovative, unexpected and off-the-wall product designs for regional clients such as Andes Beer, BGH and Norte that have gained those clients international recognition. For Andes, it followed its multi-awarded Teletransporter with Friend Recovery, a robot avatar that allows guys to be with their friends at the bar via a computer screen while in the same room as their girlfriend at home. While neither idea will win an award for feminism, they demonstrated that this agency can go above and beyond traditional ideas.
This was also apparent in ideas for household goods brand BGH; a microwave that plays the tune of your choice when the food is ready and a big nose measuring device to let people with large noses qualify for a 25% discount on air conditioners . And for beer brand Norte, there was Photoblocker, an intelligent beer cooler designed to foil nefarious photo-takers who might put your embarrassing photos on social media. Distributed in bars, the coolers detected camera flashes, and responded with a flash of their own that destroyed the photo.
The agency prides itself on the fact that 50% of its staff work in the creative department--a business model that seems to be paying off, as the agency has maintained an average growth trend of 20 percent over the last 20 years. Having picked up big name, international new business such as Coca-Cola, Milka and Trident during 2011, the challenge for next year will be whether it can replicate such stellar work for this kind of client.