With tongue firmly in cheek, Grey Argentina is tackling an issue on behalf of Pilsen Extra, an AB InBev beer. The issue has to do with millions of liters of beer wasted each year–trapped on facial hair around the world.
To remedy the problem, Pilsen Extra and Grey have launched a new face hairstyle which leaves clear a very specific area of the upper lip where beer drops tend to accumulate.
The “Save The Beer” campaign kicked off with well-known anchor and TV presenter Rubén Rodriguez appearing on air with his nation-famous mustache strangely trimmed, raising all kinds of comments and rumors that ended up on the front page of national newspapers. A couple of days later, the country finally discovered the truth about Rodriguez´s special style and his personal commitment to the against-beer waste crusade held by Pilsen Extra. At this point, all were invited to join the cause and go to the coolest barbershops in town to get the Pilsen Mustache for free. Furthermore, they could head to any of the pubs in town with their newly styled mustache to ask for their complimentary Pilsen Extra to be enjoyed without wasting any drop.
In a joint statement, Grey Argentina CCOs Hernan Kritzer and Alejandro Devoto shared, “When we realized that millions of liters of beer were wasted each year in the world, we were shocked and felt that we needed to do something to raise awareness and 'Save the Beer.' Neither at the G7, the UN, nor at the G20 is this topic being discussed. It was time for someone to do something, and we thank Pilsen for this.”
Juanma Montero and Matias Sasias directed this “Mustache” spot via production company Guarani Films.
CreditsClient Pilsen Paraguay (Cervepar – AB Inbev) Agency Grey Argentina Hernan Kritzer, Alejandro Devoto, chief creative officers; Gonzalo “Montana” Fernandez, Juan Ure, executive creative directors; Emiliano Cortez, Alejandro Rattenbach, creative directors; Diego Urbano, head of art; Victor Opazo, Leandro Mingrone, art directors; Agustin Rodriguez, Juan Carnelos, copywriters; Romina Perrone, head of strategy; Pablo Molina, head of production; Maximiliano Ibarra, producer. Production Company Guarani Films Juanma Montero, Matias Sasias, directors; Jose Luis Cabruja, international exec producer; Lara Pombo, exec producer; Noelia Romero, head of production; Diego De Garay, Nicolas Nagy, DPs; Liza Rubiani, art director. Postproduction Maxi Daenz, post; Gustavo Vera, post coordinator. Audio Post Suena Polenta by Fede Amaya and Matias Berdiales. Music Suena Polenta by Fede Amaya and Matias Berdiales. Color Lutbox Post Ken Cabello, colorist.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More