Storytelling, inspiring brand manifiestos, big ideas, brand positioning, scripts and pitch-winner creative concepts. That’s what we do better.
THE BRIEF WAS:
RELAUNCHING TECATE BEER FOR US MARKET.
THE TARGET:
MEXICAN AMERICANS.
WITH THIS “ODE TO MEXICAN AMERICANS” WE WON A PITCH AGAINST DROGA5NY AND OTHER GREAT AGENCIES.
Mexico is not a territory.
Mexico is not a country.
Mexico is a feeling.
So wherever you feel Mexican, there is Mexico.
Mexico could be in the middle of L.A.
Or in the middle of nowhere.
Because it’s in your blood.
So don’t waste time trying to hide it.
It’s too big. Too strong.
Believe me, there is no such thing as being half Mexican.
As there is no such thing as being half you.
Be ready to stand out. You are not like everybody else.
The best you can do is celebrate it.
TECATE. MEXICO IS IN US.
The creative concept “MEXICO IS IN US” had the power of the 3 dimensions:
1. “MEXICO IS IN US”, as Tecate beer, it’s in our ingredients.
2. “MEXICO IS IN US”, as Mexican Americans. It’s in our blood.
3. “MEXICO IS IN U.S.”, Mexico is in the United States, cause every time you take a sip of an ice-cold Tecate, you refresh your Mexican spirit, and there, when you feel Mexican, well, you are in Mexico.
““Best positioning I’ve seen in twenty years”.”
With this creative concept, we won a Coca-Cola’s global pitch and a Film Cannes Lion With the participation of more than 15 agencies from all over the world.
The Spot was launched in 92 countries and reached 2.5 MM viewers in just a few weeks.
The film was shot in London, Cape Town and Buenos Aires by Smuggler Films; Oscar nominated director, Henry-Alex Rubin and post produced by three times Oscar nominated editor Saar Klein.
““The world is so upside down and when people do acts of kindness to strangers they could be considered as crazy and it’s exactly this kind of madness that the world needs nowadays”. That’s why we decided to tell these extraordinary real stories to inspire the society””
A TIME REFLEXION FOR AUDI’s GLOBAL CAMPAIGN
AUDI A6
The new Audi A6 is equipped with Audi Intelligent Technologies that helps you to put time by your side.
"This PSA About a Man and His Dog Will Break Your Heart"
The New York Times
"Tear-jerking Argentinian organ donation advert about man and his dog goes viral"
The Independent
“The man and the dog”
With this film we won in Cannes and the Bill Bernbach Award “Best film of DDB Network”. The video went viral and was posted by the New York Times, The Guardian and Corriere Della Sera among other 20 newspapers around the globe.
FATH, the Argentinian Organ Donor Foundation needed to raise awareness for its cause in a country where people don't pay too much attention to it. In Argentina, every year there are 8000 people on the waiting list for an organ. This film appeared in every news TV shows in Argentina and went viral globally making people think about the issue in a beautiful way.
How do you CREATE awareNESS ABOUT drunk driving in an unexpected way?
This experiment won Brazilian Tv Shows attention and 4 Cannes Lions.
DRUNK VALET
The Challenge of GILLETTE’S LATAM pitch was:
Launch the new Gillette Specialized Invisible Gel deodorant for aspiring athletes.
Benefit of the product: Invisible, it doesn’t leave stains on your skin or clothes.
Insight we’ve put on the table: When a coach is great, he is invisible.
We enhance the “invisible” benefit of the product by making an Ode to those invisible coaches who train the athletes.
Beto did a guessing game with the client as a rational:
“You surely don’t know who Gil Reyes is. But you surely know who Andrea Agassi is”.
“You surely don’t know who Dean Smith is. But you surely know who Michael Jordan is”.
“You surely don’t know who Angelo Dundee is. But you surely know who Mohammed Ali is”.
this WAS THE mood video AND CREATIVE CONCEPT WE PRESENTED TO WIN THE PITCH
The first commercial shot by a car
5 Cannes Shortlist
GTI FAST FILM
In 2016, the new VW Golf GTI was launched with an unexpected turn. Instead of using a director to shoot the film, we used the car to do it. We released a 3-second-TV spot that was too fast to be appreciated for the human eye, inviting everyone to watch the slow motion version on an online platform.
THIS WAS THE SLOW MOTION VERSION PEOPLE WATCHED ONLINE.
“THIS HEARTBREAKING LOVE STORY
CALLS FOR MORE ORGAN DONORS”
ADWEEK
Cannes Film Shortlist
The Argentine Liver Transplant Foundation with the collaboration of ROCK the agency and producer company Primo presents “Match”, a love story in modern times which seeks to inspire people to become organ donors.
We helped Rappi to change Colombians’ brand perception thru real stories of its delivery team.
WHO IS BEHIND BETTER?
Beto is a creative Mandalorian who travels thru the galaxy of advertising and beyond looking for adventures.
Weapons of choice? Sharp thoughts and a Montblanc fountain pen.
Worked for 6 different markets: Argentina, Brazil, Mexico, Spain, Chile and US.
+16 years of experience in advertising.
Led three different agencies.
Some stops of my journey: DDB Argentina > Ogilvy Brazil > David Brazil> DDB Argentina > DDB Chile > DDB Barcelona > Nómades México > Better
Great experience with cars: Creative Director for Audi International and more than 5 years working for Volkswagen.
Presentation skills? Yes. Storytelling skills? Yes
Awards? Not a lot. Not a few.
The Bill Bernbach Award – “Best film of DDB Network”.
7 Cannes lions. 5 London International Awards. 1 D&AD Pencil. 2 Clio Awards.
2 Gold at New York Festival. 2 Gold at El Sol. 2 Gold at El OJO. 1 Gold at Wave. 1 Epica Award
1 Grand Prix – Film Craft – Circulo de Creativos Argentino.
And some more I forgot.
"Cocito is the creative I would have by my side in every job I needed to have the best, innovative, fun and brilliant ideas. Actually, I had him by my side several times and he always nailed it. He is an amazing person as well, very funny, great guy, friend of everyone and, most important, a guy that you can count in anytime. Hope to work with him again someday".
Eduardo Marquez, CCO Publicis Groupe Netherlands and Belgium.
"Beto is one of the most passionate creatives I've ever worked with. He is persistent, inspiring, always on the lookout for that idea that will transform the brand’s business. Both for teams and for clients. I have done many things with him which I am really proud of. He is a born leader, capable of managing global projects, leading his creative team and delivering complex projects. I had a lot of fun working with him, a guy full of energy and with a contagious good mood".
Fred Saldanha, Global Chief Creative Officer Colgate-Palmolive at VMLY&R
"Beto was one of the best creative whom I work with, my right-hand inside DDB Argentina. Beyond his talent and capacity to head people and projects, is the good work environment he generates in teams. I hope we can work together again."
Pablo Batlle, Chief Creative Officer & Founder at Nomades Mexico
Want a better campaign? A better positioning? A better creativity?
Better call Better.
beto@betterbybeto.com
+5491139035709
