Cerveza Andes: The Fairest Night of All [video]

Credits & Description:

Del Campo Saatchi & Saatchi has released new work for Andes Beer. The piece was directed by Diego Núñez Irigoyen from Agosto production company. Andes gathered all the most attractive men in Mendoza for a huge Saturday casting that lasted all night. Was it to find the latest advertising star? Well, not really. It was actually a fake casting whose objective was to take all good-looking men out of the competition for one night, so that average guys could finally be the centre of female attention. While regular guys took advantage of a night without hunks, the men at the casting became part of the new Andes commercial. Without suspecting anything, they themselves explained for the cameras how Andes pulled off the stunt.
Media: Online
Alternative Title: LA NOCHE MÁS JUSTA
Production: Agosto Buenos Aires
Category: Drinks, alcoholic
Brand: Andes Beer/ Cerveza Andes
Agency: Del Campo Saatchi & Saatchi
Country: Argentina
Director: Diego Núñez Irigoyen
Executive Creative Director: Juan Pablo Lufrano
Executive Creative Director: Rafael Santamarina
Executive Creative Director: Ariel Serkin
Creative Director: Matias Eusebi
Creative Director: Ammiel Fazzari
Art Director: Hernan Garcia Dietrich
Copywriter: tobias tercic
Producer: Chula d'Amico
Senior Art Director: Hernan Garcia Dietrich
Executive Producer: Luli Kramer
Agency Producer: Julia Calabria
Agency Producer: Juan Manuel Cuervo
TÍTULO LA NOCHE MÁS JUSTA
MARCA ANDES
ANUNCIANTE AB INBEV
Campaign Description:
We shared a very powerful insight, which is that it’s often difficult for men to pick women up at the club. Partly because of their own physical limitations and partly because of all the good-looking guys out there – guys who, with just one smile, get all the girls’ attention.So, we put together a fake casting on a Saturday night at 10pm, bringing together all the biggest studs in Mendoza and promising them one thing: to be part of the greatest commercial in the history of Mendoza. While the casting was taking place, we also threw a massive secret party, giving mortal men a unique opportunity: enjoy a night out without the competition. Both events were documented and we used this footage to create a video telling the story, which later went viral on social networks and YouTube.
Strategy:
The strategy was to continue to represent Andes as a young brand while generating relevant content for our target audience, young people ages 18 to 24. We wanted to surprise them in those places that are authentic to them and start a conversation there. To do that, we gave them two attractive opportunities – a party at a club and the chance to participate in a beer ad and all the fame that comes with it.
Synopsis:
The goal of the project was to reinforce the idea that Andes is a young and authentic brand, specifically targeting young people ages 18-24. We also wanted to reimagine the tone with which we communicated, showing leadership and setting ourselves apart from the competition in both message and the way we connect with our target audience.
Outcome:
The brand saw a significant increase in many categories. The “Young Brand” category increased by 12 points, while the “Authentic Brand” category increased by 8 points.In terms of content generated on social networks, social media content greatly exceeded average engagement, reaching 80% of our target audience. 100% of the views were organic and the idea was even picked up by various news media, newspapers, and websites, leading to global exposure, rather than simply regional.#lanochemasjusta was a trending topic in the region.Thousands of young people from around the world also requested their own Fairest Night of All. More than 370 studs attended the casting, giving the common man 370 times better odds (that night).
Execution:
We put out a radio, VP, and social networks campaign teaser advertising an open call for the hunkiest guys in Mendoza. We promised guys they’d be participating in the most incredible beer ad ever and organized a fake casting in the Sheraton Hotel in Mendoza where more than 370 young men showed up.On the same night, we put on a party at the most popular club in the city, The Black Jager Club, which none of the studs in the city attended.Once the party was over, we immediately uploaded evidence of “The Fairest Night of all” on social networks. People immediately realized what had happened and began commenting and interacting directly with the brand.