The campaign introduces us to “The Luddites”, those people who are always complaining about the latest technological developments. It tells us that, as a consequence of the constant advances in technology as well as the enormous variety and quantity of sales, “ The Luddites” are an endangered species. That is why the brand Garbarino, the biggest technology retailer in Argentina, decided to create a nature reserve for "The Luddites" with the objective of protecting and preserving this noble species.