Chill it ft. Daddy Yankee
Client: Sprite
Agency: GUT Buenos Aires
Role: Senior Copywriter
To connect with Generation Z through the power of music, we teamed up with the ultimate reggaeton icon, Daddy Yankee, for Promo Chill. This campaign encourages young people to take a break, refresh their body and mind with a Sprite, and enjoy life’s moments without pressure. As an artist who bridges generations, Daddy Yankee embodies the spirit of relaxation, fun, and energy—perfectly aligning with Sprite’s refreshing vibe. The promo offered unexpected prizes and a unique experience, reinforcing the brand’s message of pausing, unwinding, and embracing true refreshment.
Argentine Costume
Client: Mercado Pago
Agency: GUT Buenos Aires
Role: Creative Director
This campaign celebrates how the financial ecosystem has become an integral part of Argentine traditions and culture. Using the iconic song "Costumbres Argentinas", the commercial highlights Mercado Pago's central role alongside other beloved Argentine customs like mate and asado. Few brands in the country can claim to have transcended into a national tradition, seamlessly integrating into daily life. The campaign positions the app as an iconic brand, part of the local identity, as millions of Argentines now rely on it to manage their finances and grow their businesses through accessible and secure solutions.
Pays Off
Client: Personal Pay
Agency: GUT Buenos Aires
Role: Creative Director
Building on the previous digital campaign, which explored slang terms for money—like “bacon” or “dough”—this campaign takes it further by bringing everything together through the unified Personal Pay platform. Under the concept "Connection with your money. Total connection," we launched the brand's first 360° campaign across TV, radio, web, social media, and outdoor advertising. With a friendly, relatable tone, showcasing everyday moments—whether at the supermarket, bus stop, restaurant, or receiving a delivery—where customers experience the ease and benefits of managing their money with the app.
Fresh Face
Client: L'Oreal
Agency: McCann
Role: Copywriter
This campaign was launched for L'Oréal’s micellar water makeup remover, in collaboration with Cabify. The campaign creatively targeted women who had just finished a night out, offering them a chance to take care of their skin. Between 5 and 7 am, customers who ordered taxis through Cabify received a sample of the product, encouraging them to remove their makeup before going to bed—an essential skincare habit that only 23% of women typically follow after a night out. It was a bold, disruptive initiative that connected with our audience in a unique and meaningful way, making skincare a part of their routine when they needed it the most.
An Unforgettable Gift
Client: L'Oreal
Agency: McCann
Role: Copywriter
For this campaign, we focused on the emotional impact of the holidays, knowing that millions of people can’t return home due to economic struggles. During a time when family is at the forefront of everyone’s mind, we gave people who needed it most the chance to surprise their loved ones by flying them home as a gift. We made being together the ultimate holiday present, showing that sometimes the best gift is simply being with the ones you love.
