Rodrigo Figueroa Reyes/DDB Argentina/Executive Creative Director To transmit the philosophy of DDB Argentina's thought to a larger public not through it's achievements, but through the creativity of this product, CHE! The innovation of this product makes it a media in itself and changes the format according to the thematic of each issue. OMD created a special database, after exhaustive research regarding a critical public who always search to be informed of the new tendencies. This public was very hard to find due that it is a mix among executives, artists, journalists and people of the advertising world. This idea is special because DDB Argentina could have edited a classic Newsletter and instead of doing that we decided to invest a more significant amount of money to create, for the first time in Argentina, a magazine/sociological document. A fact that coming from an advertising agency is extremely innovative. Why it should win? Just because of this.

OMD created a special database, after exhaustive research regarding a critical public who always search to be informed of the new tendencies. This public was very hard to find due that it is a mix among executives, artists, journalists and people of the advertising world.