The Fairest Night Of All
Andes Beer
Issue 39 | June 2016
Agency
Del Campo Saatchi & Saatchi Argentina
Creative Team
Executive Creative Directors Ariel Serkin Juan Pablo Lufrano Rafael Santamarina Creative Directors Matias Eusebi Ammiel Fazzari Copywriter Tobías Tercic Art Director Hernan Garcia Dietrich Head of Art Mariano Espagnol Senior Art Director Fernando Lanuza
Production Team
Agency Chief Producer Adrian Aspani Agency Producer Julia Calabria Juan Manuel Cuervo Production Company Agosto Director Diego Nuñez Irigoyen Executive Producer Luli Kramer Post-production coordinator Eric Bonzon Editor Andrés Boero Post-production Image Che Revolution Post Post-production Sound La Casa Post Music Supercharango
Other Credits
Account Supervisor Manuela Sorzana Client Responsable Juan Zarattini Patricio Agulleiro
Date
July 2015
Background
Andes claimed to be an authentic Argentine beer brand, with the main target market men aged between 18-24.
AB InBev wanted to reinforce the message that they understood what life was like for guys in Argentina.
Idea
One of the things that made life difficult for guys in Argentina was that many of them weren't very good at chatting up girls in clubs. Not only did they lack confidence, sometimes the competition from good-looking hunks was just too strong.
Andes set out to level the playing field by running press and radio ads to invite the best-looking guys in Mendoza to a casting session at 10pm on a Saturday night.
370 guys turned up.
Meanwhile, Andes threw a party at which regular guys had the chance to pull the women without competition from the beefcake. Both the casting session and the party were documented, and posted on social media under the tag '#lanochemasjusta' – the 'Fairest Night of All'.
Good-looking guys attend a casting session at 10pm on a Saturday
They're still queuing for the casting session at 2.30am
The 'hunks' exude vanity
Results
Brand scores in key categories were boosted: 'young brand' rose by 12 points, and 'authentic brand' by 8.
Social media, helped by media pick-up, reached 80pc of the target audience.
Our Thoughts
Well, this is Argentina where, one suspects, pick-up and club culture is a little different from Western Europe. I'm not sure peer beer brands here could separate its male clientele into 'hunks' and 'normals' without alienating some.
Accepting that it is sexist but that it reflects Argentinian mores, it's a fun, clever, idea, allowing Andes to show it understands its target audience, help the 'normal' blokes amongst its clientele and pander to the vanity of the 'hunks'. Enjoy the sight of them preening themselves.
It's not hard to see, either, how the idea lends itself to social media. Andes says, as a result of the coverage, normal blokes in other cities are asking for their own chance to club without male competition.