Todo Se Va En Picada by Tostex

Tostex is a new brand that wanted to get into the snacks market. How can a brand raise awareness in a saturated market during an election year, where the peso is devalued, inflation increases and everything always seems about to explode?

We knew just one thing: we didn't want to be another indifferent brand ignoring the critical context in the country...

Its clear: Argentinians know how to use humor to survive adversity…

And that´s exactly what we did. We made a campaign where we just said what every argentinian thinks every time they watch the news.

The campaign had a first teaser phase where we put up the Ads next to presidential posters. We took advantage of election tension to make some noise.

A week later, we revealed what this was all about: the campaign was in the streets, radio & social media.