When talking about emotional connections in the creation of Lovemarks with the support of advertising, commercials like the previous one of the Buenos Aires Zoo by Del Campo, are an example of how to do it masterfully.
In a new experience for both companies, Tribu and Del Campo, both Nazca Saatchi Saatchi, the first in San Jose, Costa Rica and the second in Buenos Aires, Argentina, we will join forces from February 3 in one direction: to raise the creative level of Tribu with the coaching of Pablo del Campo and his team of Creative Directors, currently the protagonists of many successes in the world, and currently, Agency of the Year for two consecutive years in the Ojo de Iberoamérica and Gold in Cannes. There is no doubt that they will have a lot to share, a lot to say.
We at Tribu are not satisfied and we know we have work to do. All of us in the agency accept that ours is an advertising agency with world-class conditions in many areas, and yet we know that among others, the creative area has yet to level up with the most creative ones and even more, to raise our level to compete regionally. Our creativity has been effective and has delivered results to our clients, who are not particularly asking for more or better creativity. However, we know that there is still a long way to go and therefore, with our full staff of creatives on board, in our competition sailboat, we have decided to receive technical training from the best on the planet, and today, from the most creative in the Spanish-speaking world.
Commercials such as those made for Procter Gamble, for example, show the level of creativity, strategy and interpretation of insights by Del Campo, which, in a convincing way, has led it to be a worldwide creative agency for this firm. Its developments are translated into many languages and travel the world for its ability to connect, to entertain, to lead to Lovemarks and therefore, to make the client’s cash register ring. Shall we see an example?
Personally, I want to tell you that I am very pleased and excited about this initiative to be launched in February. First for the simple fact that in order to learn, humility is absolutely indispensable, and in Tribu, I find today the humble attitude that is needed to empty our cups and prepare them to be filled with new ideas. At the same time, it fills us with great pride and emotion that Del Campo has chosen us for this unprecedented adventure in the history of Argentinean advertising, and of course, Costa Rican. Who said fear?
For one week a month, we will have the coaching, direction, motivation, guidance and advice of those who have been most successful in recent times. The work done by Del Campo is part of the legendary Argentine creativity, and among many like the commercial below reminds us that even if we hate to wear the clothes of the older brother, we always learn from them and much can be gained.
Of course, this effort will not be a guarantee of volcanoes, eyes or lions, because from them we do not find enough motivation for an obsession, but nevertheless, we know that we will have a creative connection in Tribu with the most important creative direction we have had in our years, and of course, as we all like here, by an unconventional way. Then we’ll see what comes out and how we were able to move forward.
Our first major focus will be internal, of course. The work and the process will be in Tribu and inward. Later in the year, on future visits by Pablo del Campo, we will have the opportunity to offer the market talks and networking opportunities at events open to everyone in the country. Due to the initial work agenda, we will not be able to offer this on his first visit. I am confident that we will be able to open spaces so that the footprint in the passage of our Argentinean friends is deep and reaches many in Costa Rica, directly or indirectly, in what we know will become the most successful investment of time and resources of all of us.
So, in closing, we love this idea and will share it as much as we can here and wherever we can. Maybe we’ll leave out one or two ideas, maybe we’ll keep one or two ingredients in the secret, and it wouldn’t be surprising if we’re attracted to the idea of an additional dose of mystery, but we’re not going to miss a single opportunity to enjoy it, dance it and enjoy it with the summer theme, all year long.