Silver
Branded Content
Scripted Short Film
| Entrant: | Mercado McCann, Buenos Aires |
| Brand: | TyC Sports |
| Title: | "Hotel La Argentina" |
| Corporate Name of Sponsoring Client: | TyC Sports |
| Client Company: | TyC Sports, Buenos Aires |
| Chief Marketing Officer: | Mariano Malvasio |
| Client Marketing Director: | Germán Vago |
| General Manager - Media Company: | Daniela Gaspar |
| Agency: | Mercado McCann , Buenos Aires |
| Agency President: | Martín Mercado |
| Agency Global Chief Creative Officer: | Javier Campopiano |
| Chief Creative Officer: | Nicolás Massimino |
| Agency CCO McCann Spain: | Emiliano Gonzalez De Pietri |
| Executive Creative Directors: | Manuel Scher/Edwin Bowen/Cristian Tarzi |
| Agency Head of Production: | Agustín Borgognoni |
| Agency Producer: | Carolina Garcia Dias |
| Agency MW Global Product Excellence Director: | Carmen Bistrian |
| Agency Latam MW Creative Excellence Manager: | Lourdes Alderete |
| Agency Managing Director: | Agustín Coste |
| Agency Group Account Director: | Leila Concistre |
| Agency Account Team: | Carolina Scordo |
| Production Company: | Virgen Films , Buenos Aires |
| Production Managing Director: | Diego Peskins |
| Director: | Martín de Escalada |
| Executive Post-Producer: | Mercedes Eliçabe |
| VFX Producer: | Juan Hirak |
| Editor: | Andrés Boero |
| Assistant Editor: | Malena Gala |
| Colorist: | Anahí Piccinin |
| Sound Design Executive Producer: | Luciano Grispino |
| Music Production Company: | Supercharango |
Description:
On December 18, 2022, Argentina won the World Cup after 36 endless years of waiting. A true milestone. From that day on, the World Cup was the main topic of conversation among Argentines.
That is why, with the arrival of the first anniversary, everyone was waiting for something spectacular. Especially from TyC Sports, the sports channel that made the most remembered and beloved campaigns in the history of Argentine sport.
So we set out to do something unique and up to expectations: a short film that tells a touching story and, at the same time, does not show any football scenes. That's right, no footage of the game, nothing we've seen before.
Partly to differentiate ourselves from all the other brands and partly because FIFA did not give us the rights to do so. The result? It became the most successful campaign of all.