In Argentina, the Branded Entertainment is incipient. We are starting to see initiatives on TV (miniseries produced for automotive and telecommunication industries), but these are isolated examples: there is not a culture to generate content. In the case specific to carbonated beverages, the biggest brands (Coke, Pepsi, Fanta, Sprite) appeals fundamentally to the sponsoring of music for the big concerts. The effects of the initiative Paso de los Toros we did not count on any particular relevant restriction.

Name of the exhibition + job description (to design a ticket) + the usual process of cutting tickets at the entrance of any museum

1,500+ objects were picked up (more than 1,500 free souls). All the objects collected were part of the Broken Relationships Exhibition. 80,000 people visited the exhibition.