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Adlatina.com

www.pablocarpintero.com
"Adlatina.com"
"Adlatina.com"
"adsoftheworld.com"
Lopez Negrete debuts with Walmart
Lopez Negrete presents "Brand Anthem", the new spot for Walmart that featured the general creative direction
of Alex López Negrete and the work of his team, led by Miguel Moreno and Federico Traeger, together with Olga
Reyes and Pablo Carpintero. The music was by Alex López Negrete and Federico Traeger, and the production by
CineConcepto America.
"Adlatina.com"
"Adlatina.com"
Public Service
A Fair Game
TyC Sports and Chas/Tschubarov agency
campaign receives multiple recognition
Not often is it possible to bring together the best soccer and basketball players, fencers, swimmers and track
and field athletes to film an "ad honorem" commercial. Nevertheless, Hernan Crespo, Claudius López, Matías
Almeyda, Roberto Bonano and Juan Román Riquelme, together with Marcelo Melanesio, Rubén Wolkowsky,
Sergio Furlace, Norberto Alonso and Ricardo Bochini, did not hesitate when they were summoned by TyC Sports
to be part of the advertisement "Changing the Rules", speaking out against discrimination toward the disabled.
Today, a year after its creation, channels have already donated free air time valued at almost eight million
pesos so that the commercials can be broadcast. The campaign, created by editor Pablo Carpintero (32) and art
director Hernán Pagani (33) of the Chas/Tschubarov agency, won several awards: it was a finalist at the New
York Festival; it won the Mercurio Award from the Argentine Association of Marketing; it won the Eikon Award
2000 for Excellence in Institutional Communication; and recently it took the FundTV Award 2001, among
others.
Coordinated by Jorge Peña (41), marketing and press manager of TyC Sports, this is the eighth public service
campaign they have presented. Before it came "Stay in school", "Let's take care of the environment", "Fair
play", "Traffic", "Sportsmanship", "Stop the violence", and "Sport by sport". "Parents' attitudes toward their kids
in sports" will be the next topic.
Among equals: "By having the best players go against the disabled, but under the same conditions, we wanted
to show that disability depends on the rules of the game", said Peña of TyC Sports. Pablo Carpintero, creative
director of the Chas/Tschubarov agency, added, "The best players of the national team, when they played with
their eyes blindfolded, lost 7 to 0 against the players from the Argentine Federation of Blind Sportsmen. And in
wheelchair basketball, neither Milanesio nor Wolkowyski, among others, could do anything against the players
from the Argentine Federation of Wheelchair Athletes", said Carpintero.
When we work together, we can make things better.
"NOTICIAS a la Creatividad" Award
The judges of the "NOTICIAS a la Creatividad" Award, as is the well-known custom for prestigious
representatives of advertising agencies and businesses, met to select the best ads for this past June. In the
Institutional category, the winner was the TyC Sport ad, with the award going to the Chas/Tschubarov
Communication agency and the creative team made up of Pablo Carpintero/Creative Director, and Hernán
Pagani/Art Director.
Carpintero, Pablo
Chas/ Tschubarov
Bachelor's Degree in Social Communication from Salvador University.
Graduate of the American Language Academy in Berkeley, California.
Responsible for the campaigns "Vinares.com", "Entrada Plus", "TyC Sports" and "National League of Basketball"
since 1999.
Before becoming involved in these campaigns, he worked as a creative at Bates Selective; Creative Group;
América; J. Walter Thomson; Ogilvy & Mather; Channel 13 and Gowland.
He has received awards, national and international, from London, New York, Promax, News Review, Fund TV,
Santa Clara de Asís, and Clarín.
PABLO CARPINTERO
Creative Director/Editor
A full 90% of the commercials were about the World Cup, the brands whose logos were put on jerseys. The
surprise is that now the reaction in the commercial break is not one of making themselves scarce but of
accompaniment in defeat, as if the brands were saying, "It hurts to lose, but we want to continue being a fan",
and "What team are you going to cheer for?"
Apparently, they can leave us out of the World Cup, threaten us to be left out of the world, but there is
something that is being left unsaid: those of us who are left in the country are not here because this is a
successful country but because we have agreed to keep working. Maradona's "rin-raje" was excellent (that went
to next month), as well as the piece for Coca Cola and Quilmes' jingle.
PABLO CARPINTERO
CHAS/TSCHUBAROV
At another level. No coincidence that three of the four finalists are from Agulla & Baccetti. They don't even
worry about keeping up anymore, since they have the best, a personality through which every brand finds a
road to express itself. The Visa campaign continues to be the besting years with the segment "Financial
Services." Savaglio surprises again with the obvious: when one talks about condoms, you just have to appeal to
pleasure.
In Someone Else's Place
Chas/Tschubarov Communication
The print and television campaign "Putting yourself in the someone else's place," designed by the
Chas/Tschubarov agency for the TyC Sports channel, was declared of national interest by the Presidency of the
Nation. The campaign spreads a massage against discrimination against the disabled, and features both
professional and handicapped athletes. The agency's creative team is made up of Hernán Pagani and Pablo
Carpintero. Baires Productions produced the ads.
Ads published in the magazine NOTICIAS, which stand out for their quality of design, originatlity and strength
of communication, participate monthly in a competition, in the hands of a panel made up of representatives of
important public relations and advertising agencies. It is this panel's responsibility to select the winners of the
"NOTICIAS a la Creatividad" award, in a competition that has already become a classic among the advertisers
in our country. It should be noted that on this occasion the lunchtime meeting will be held July 28, not July 21
as had been announced, where the panel of specialists will select the best ads for the following categories:
Institutional, Service and Product for the month of June. The winners as well as the different creative teams
and their ad agencies will be published in subsequent editions.
AWARDS NEWS
Ads With Class
Best ads chosen by magazine for the months of August and September.
A prestigious panel made up of representatives of agencies and advertisers handed out the "NOTICIAS a la
Creatividad" award to the best advertising pieces published in August and September in the magazine. The ad
for Audi, "Ambition," by Vega Olmos Ponce won in the Product category (international creativity), "Casa" by
Sur.Comunicación for Mapfre was chosen in the Institutional category (Andrés Novoa and Martín Lezcano,
editors/art directors, and Tato Sampardi, creative director), while "Leonas" by Chas/Tschubarov was the piece
receiving the most votes in the Service category (Joaquín Chas, art director, and Pablo Carpintero, creative).
Twenty-six ads participated, of which 18 belonged to the Product category, 5 to the Institutional, and 3 to
Service. Following the voting, the panel met to have lunch on October 26 at the Il Gran Caruso de Puerto
Madero restaurant. Present were Renzo Zanoni, media director of Pragma FCB; Alejandra Vázquez, media
director of OMD; Héctor González, media director of Di'logo Publicidad; María Charnoudie, media chief of
Gancia; and León Zalkowiez, president of Giovanna Di Firenze. Also present at the meeting were Alejandro
Pena, commercial subdirector of NOTICIAS, and Pablo Carnevale of Seat Argentina.
In the month of December, the final Casting of 2000 will be carried out, in which the best ads published in the
months October and November will be chosen. Before the new year, the grand finale will take place, in which
the award for the best ad in each category published in the magazine will be handed out. This way, once again,
NOTICIAS rewards the hard work of creatives and advertisers.
Last September 17, the NOTICIAS a la Creatividad Awards panel met to select the best published coads for the
month of August. The group of representatives from important advertising and public relations agencies, which
took part in the lunchtime meeting, was made up of Eduardo Peña/Commercial Director of Wella; Gabrieel
Cedrone/Marketing Manager of Isenbeck; Ricardo Monteverde/Media Director of FYC; Pablo Carpintero/Creative
Director of Chas/Tschubarov; and Carlos Boffito/Sales Manager of Lexmark SA.
Carpintero, Pablo
Central Creativa
Holds a degree in advertising from the Universidad del Salvador. Before his current post, was editor/creative
director of the concurso for TyC Sports (April 1999). He worked in Bates Selective for the Inoxcrom, Papelera
Sarandí, and Unicenter Shopping (November 1998) accounts. Previously with Grupo Creativo: Provincia
Seguros, Banco Provincia, Orígenes AFJP (life insurance) (August 1998). Also carried out duties as a creative in
Vinares.com, América, J. Walter Thompson, Ogilvy & Mather, and Gowland. Won National and international
awards: Clarín, Fund TV, Revista Noticias, Promax Oro, Festival de New York, and Santa Clara de Asís.
AN ADVERTISING CAMPAIGN WHICH
INTENDS TO INTEGRATE HANDICAPPED
PEOPLE AS A MESSAGE FROM THE
CABLE CHANNEL TyC SPORTS. WELL
KNOWN ATHLETES FROM DIFFERENT
SPORTS TOOK PART IN THESE
ADVERTISEMENTS, IN WHICH THEY
COMPETED AGAINST HANDICAPPED
ATHLETES ACCORDING TO THEIR RULES.
When the rules are changed, the playing
field is levelled for the handicapped
athletes. This is demonstrated in the
eight advertisements that were
broadcasted over the last two months by
the cable signal TyC Sports in its
institutional campaign. Both, famous and
little-known athletes from different
disciplines competed under similar
conditions. Without any information, in
wheelchairs, and with their legs tied, with the same passion for the game, but this time with a different (and
well deserved) outcome: the famous athletes were soundly defeated. "The best way not to discriminate against
people is to put yourself in their place" is the motto of the campaign, which focuses on a reconsideration of the
physically disabled in sports. "On the one hand", Jorge told Rock, the marketing manager of TyC Sports, "we
look forward to supporting the integration of handicapped people into society. On the other hand, we want to
show that disabilities depend on the rules of the game". Riquelme, Bonano, Crespo, Almeyda and "Piojo" Lopez
who are part of the national soccer league, faced the Blind Argentine Soccer League. They played by listening
to the ball: blindfolded, the players followed the sound of a ball with bells in it. The blind players scored seven
goals, while the famous players could not manage even one. A rematch was set. The second match summoned
"legends" of the sport: Alonso, Bochini, the Tucumano Albrecht, Pancho Sá, Victorio Cocco, Nicholas Novello,
Juan Carlos Guzmán and Jose Leonardi. The veterans were a bit more skillful than the younger professional
players. Still they were defeated by 1 to 4. "It was a very important experience", says Enrique Nardone, the
Technical Director of the Blind Argentine Soccer League. There was a good energy flow among the players,
which was spectacular. The sport is socially recognized and, thanks to this campaign, it is one of a kind in the
world. Many people were interested in the handicapped players". Nardone, who is 43, is a Physical Education
instructor who has heen training the league for the blind since 1991. "When the celebration party with the team
was over, Riquelme met Gustavo Maidana, one of the boys from the league, and asked for his t-shirt. "It was
very touching", he remembers. The games were played between the end of July and the beginning of August, in
the CeNARD headquarters (The High Performance Sports Center). The advertisements also included other
sports: discus throwing, basketball, fencing, swimming and track (100 meters event). This was the first time for
some of sportsmain figures to accept a challenge such as playing by other rules
those of handicapped
athletes. Blindfolded, Marcelo Pugliese, who had taken part in Sydney
s Olympic Games, was defeated by Jorge
Godoy in discus. Basketball players of the National League, such as Milanesio, Osella, Festa, Wolkowyski, and
the Farabello and Esteban de la Fuente brothers played in wheelchairs. They lost 16 to 0. And the metropolitan
swimming champions, Juan and Hernán Bourbotte, agreed to get into a swimming pool with their legs tied in
order to compete against Ariel Quassi, a swimmer without legs. Nardone feels that the campaign was a lucky
charm: they were runners-up in the Spanish Olympics for blind athletes, Godoy was awarded a silver medal in
the Paralympic Games, and Wolkowyski ended up making his debut at the NBA. "The results of the competitions
are real, and everybody played to win. No one had an advantage. In only one case did a handicapped athlete
lose: a blind runner lost hundred meters event by a small margin. Still, we decided to show it, because what
mattered were not the results, but the equality of conditions", said Darío Di Sebastiano, who belongs to the
Marketing area of TyC Sports. The campaign cost $180,000 overall and was staged by Chas/Tschuvarov Agency
and the Baires producer. Each shooting took between four and nine hours uninterrupted. None of the athletes
received any money to participate in these advertisements. The Argentine Federation of the Blind (FADEC) and
the Argentine Federation of Wheelchair Athletes (FADESIR) contributed for both equipment and facilities. The
open TV channels and three cinema chains
Average Entertainment, Cinecom and Film Suez
donated time for
these campaigns. "Changing the rules" has already been awarded two prizes: the Eikon Award for "Institutional
Communication Excellence"; and "National Union Testimony", which is given by the Christian Family Movement.
It was also declared to be "of interest" by the Tourism Secretariat. "The handicapped athletes can be the best of
their kind in their activity", Rock says, "but these athletes showed that they can also be the best".
ENCOURAGE HIM TO PLAY, BUT DO NOT FORCE
HIM TO WIN
TyC ADVERTISING CAMPAIGN
The series of ads that are shown to parents aim at stopping their obsession for turning their children into the
future Maradona or Chinese Rivers. This situation is clearly seen daily at schools.
Social commitment from TyC
TyC Sports, as part of its social commitment, launched its campaign "Pressure", using it as its main tool of
communication regarding sports. The idea arose from the channel's Marketing and Press Department. It was
developed by Chas/Tschuvarov Communication Agency, and ProduZoom was in charge of its production. The
campaign is made up of five advertising spots: "Dormitory", "Girl Car", "Girl Path", "Boy Car", and "Pot."
Clarín- Spectacles
FIRST ANNIVERSARY OF TyC SPORTS
CAMPAIGN. A YEAR WITH OTHER RULES. THE
EIGHT SHORT FILMS AGAINST DISCRIMINATION
HAVE WON 14 PRIZES.
A year ago, these advertisements made their first appearance on screen. The campaign "Changing the Rules" is
made up of short films devised by TyC Sports, which are related to discrimination against the handicapped. This
week, they won the Fund TV prize in the category "Public Benefit Advertising." Thus, the eight brief films that
aim at sport's integration have already been awarded 14 prizes, most of which are international ones. The
slogan's intention was to show that it was not only necessary to stop discrimination against handicapped
people, but that it was necessary to put oneself in their place. It is also necessary to know that disabilities
depend on the rules of the game; the cable signal's workers started their work in July, 2000: it summoned
several soccer players of the National Soccer Selection to face, blindfolded, a team made up of blind athletes.
Hernán Crespo, "Piojo" Lopez, Matías Almeyda, together with Roberto Tito Bonano and other players, agreed to
take part in this advertisement. They were defeated by 7 goals. After the opening kick - and by just 64 seconds
established themselves as winners -, the rest of the adds came up one by one: basketball (players of the
National League were defeated by 16 to 0 by five wheelchair athletes), swimming, discus throwing, fencing, the
track 100 meters, and a "picadito" with the "legends" soccer players, Ricardo Bochini, Rafael Albrecht and Beto
Alonso, who managed to score a goal; still, their handicapped opponents got four. The campaign was
proclaimed as a National, Community and Provincial Interest. This campaign received a golden statuette for
Best Public Announcement in the Promax Prizes ceremony in Miami. The campaign, created by Chai/Chabron
Agency, also was a finalist in the New York Festival, having won acclaim by the time it was shown on the giant
screen. The spot sends a clear message: It's important to win, but more so that the rules be applied fairly. Four
members of the National Soccer Selection were filmed in one of the advertisements. Players speaking against
discrimination 'Crespo, Bonano, "Piojo" Lopez and Almeyda' took advantage of their free evening and, together
with Riquelme and some handicapped athletes, took part in the CENARD shooting of a public service
announcement prepared by TyC Sports campaign. The motto of this advertisement was: "The best way of not
discriminating against people is to put yourself in their place." The players agreed to participate in a brief match
against blind soccer players. The five professional soccer players played blindfolded. They had no advantage;
both team's conditions were equal. The morning before the match, the Selection players had trained. The
highlights were: 1) Zanetti, who had recovered from a minor injury to the left thigh and practiced with his
companions, and 2) Cristian González, who "is better following the hematoma he suffered to his right knee" and
had trained in a different way. It is almost a certainty that both will be able to play in the Morumb, and that
previews the likewise certainty that the training will be the same one against Ecuador (2 to 0 in the
Monumental stadium). Gabriel Batistuta, who had been injured again, will not be able to play. Bonano Robert,
Sensini Robert; Robert Ayala, Walter Samuel; Zanetti, Diego Simeone, Kily González, Juan Verón, Ariel Ortega,
Hernán Crespo and Claudius Lopez. Except for those that had to play against Ecuador, the rest participated in
the friendly in which Bielsa was the referee. This afternoon they will return to Ezeiza for a new training. Brazil is
their objective in March. The Selection is resting. Being the leader with an ideal scoring at the Women's South
American Eliminatory means waiting for the classic game without excessive tensions or upsets.
AN ADVERTISING CAMPAIGN WHICH INTENDS
TO INTEGRATE HANDICAPPED PEOPLE AS A
MESSAGE FROM THE CABLE CHANNEL TyC
SPORTS. WELL KNOWN ATHLETES FROM
DIFFERENT SPORTS TOOK PART IN THESE
ADVERTISEMENTS, IN WHICH THEY COMPETED
AGAINST HANDICAPPED ATHLETES
ACCORDING TO THEIR RULES.
When the rules are changed, the playing field is levelled
for the handicapped athletes. This is demonstrated in
the eight advertisements that were broadcasted over
the last two months by the cable signal TyC Sports in its
institutional campaign. Both, famous and little-known
athletes from different disciplines competed under
similar conditions. Without any information, in
wheelchairs, and with their legs tied, with the same
passion for the game, but this time with a different (and
well deserved) outcome: the famous athletes were
soundly defeated. "The best way not to discriminate
against people is to put yourself in their place" is the
motto of the campaign, which focuses on a
reconsideration of the physically disabled in sports. "On
the one hand," Jorge told Rock, the marketing manager
of TyC Sports, "we look forward to supporting the
integration of handicapped people into society. On the
other hand, we want to show that disabilities depend on
the rules of the game". Riquelme, Bonano, Crespo,
Almeyda and "Piojo" Lopez who are part of the national
soccer league, faced the Blind Argentine Soccer League.
They played by listening to the ball: blindfolded, the
players followed the sound of a ball with bells in it. The
blind players scored seven goals, while the famous
players could not manage even one. A rematch was set.
The second match summoned "legends" of the sport:
Alonso, Bochini, the Tucumano Albrecht, Pancho Sá, Victorio Cocco, Nicholas Novello, Juan Carlos Guzmán and
Jose Leonardi. The veterans were a bit more skillful than the younger professional players. Still they were
defeated by 1 to 4. "It was a very important experience", says Enrique Nardone, the Technical Director of the
Blind Argentine Soccer League. There was a good energy flow among the players, which was spectacular. The
sport is socially recognized and, thanks to this campaign, it is one of a kind in the world. Many people were
interested in the handicapped players." Nardone, who is 43, is a Physical Education instructor who has heen
training the league for the blind since 1991. "When the celebration party with the team was over, Riquelme met
Gustavo Maidana, one of the boys from the league, and asked for his t-shirt. "It was very touching," he
remembers. The games were played between the end of July and the beginning of August, in the CeNARD
headquarters (The High Performance Sports Center). The advertisements also included other sports: discus
throwing, basketball, fencing, swimming and track (100 meters event). This was the first time for some of
sportsmain figures to accept a challenge such as playing by other rules
those of handicapped athletes.
Blindfolded, Marcelo Pugliese, who had taken part in Sydney
s Olympic Games, was defeated by Jorge Godoy in
discus. Basketball players of the National League, such as Milanesio, Osella, Festa, Wolkowyski, and the
Farabello and Esteban de la Fuente brothers played in wheelchairs. They lost 16 to 0. And the metropolitan
swimming champions, Juan and Hernán Bourbotte, agreed to get into a swimming pool with their legs tied in
order to compete against Ariel Quassi, a swimmer without legs. Nardone feels that the campaign was a lucky
charm: they were runners-up in the Spanish Olympics for blind athletes, Godoy was awarded a silver medal in
the Paralympic Games, and Wolkowyski ended up making his debut at the NBA. "The results of the competitions
are real, and everybody played to win. No one had an advantage. In only one case did a handicapped athlete
lose: a blind runner lost hundred meters event by a small margin. Still, we decided to show it, because what
mattered were not the results, but the equality of conditions", said Darío Di Sebastiano, who belongs to the
Marketing area of TyC Sports. The campaign cost $180,000 overall and was staged by Chas/Tschubarov Agency
and the Baires producer. Each shooting took between four and nine hours uninterrupted. None of the athletes
received any money to participate in these advertisements. The Argentine Federation of the Blind (FADEC) and
the Argentine Federation of Wheelchair Athletes (FADESIR) contributed for both equipment and facilities. The
open TV channels and three cinema chains
Average Entertainment, Cinecom and Film Suez
donated time for
these campaigns. "Changing the rules" has already been awarded two prizes: the Eikon Award for "Institutional
Communication Excellence"; and "National Union Testimony", which is given by the Christian Family Movement.
It was also declared to be "of interest" by the Tourism Secretariat. "The handicapped athletes can be the best of
their kind in their activity", Rock says, "but these athletes showed that they can also be the best".
COMPANIES & BUSINESSES IN CAMPAIGN TO
DECREASE PRESSURE ON YOUTH/ THE TyC
SPORTS CHANNEL
The Sports Channel sent a campaign that questioned parents who badger their children to win.
By Alicia Vidal.
In the middle of the current social climate, there is room for moral messages. This is the attitude assumed by
the sports channel TyC Sports during its institutional campaign. Together with its advertising agency,
Chas/Tschuvarov, the channel adopted a campaign that focuses on the most forgotten aspects of sports.
According to Joaquin Chaj, a recognized BAE, "It is a project made by the channel's marketing team and led by
Jorge Penia, one in which our commitment aims to give back to the audience a message that is not necessarily
a commercial product". The new campaign is focused on the pressure exerted by parents on boys to excel in
sports. In many cases they are instigated by society to win, as if finishing in first place were the most important
thing. In order to fight against this tendency, TyC Sports states, "The idea is that he be encouraged to play and
that he should not be hounded to win". The sports channel's intention is to speak out about the distortion of the
spirit of competition. The channel, together with their agency, developed an impressive message, known as
"Changing the Rules". Under this title, several situations in which handicapped people competed against stars of
the local sport took place. The unique feature of this case is the fact that very important sportsmen felt at an
absolute loss and were consequently defeated when mobility was impaired. The strength of the message
resonated strongly echo in society and occupied a commendable place in the advertising festivals.
Consequently, the idea of promoting "sports for sport's sake" is being developed and a series of advertisements
related to the violence in soccer are in the production stage. The high degree of competition together with the
business dimension usually emphasizes the noblest aspects of sports. The appearance of a sports channel at
the vanguard with messages heralding the most significant aspects of sports, restores faith that there is still a
place for good sportsmanship. In addition, similar to other campaigns that have been developed by TyC Sports,
the advertisements appeal strongly to the audience's sensitivity, and therefore their effects are multiplied as
other channels usually broadcast them freely during their programmes. The Chas/Tschuvarov Agency, which is
in charge of the account, is a small organization founded in 1993 as the result of a graphic design study. Little
by little they began incorporating other areas, until they included all the departments of traditional advertising
agencies. They devoted a great deal of their time to their work for TyC Sports. Thanks to this campaign, they
extended their creativity into every place the channel makes its presence felt. It also led the way to the
development of sports brands. This process is a daily one, since the TV channel broadcasts messages every
day. In order to accommodate photographic production and shooting, they appealed for external funds.
According to Chas?s reflections, it is essential for the agency to remain small and flexible, which also means a
low operating cost. His partner, Adrian Tschuvarov, is more acquainted with the development of multimedia
solutions. They trusted their webpage to the software management company SAP. In the coming years, the
vision of this creative product may change. According to Joaquin Chas, a recognized BAE, they compete with
multinational advertising agencies, with which they expect to merge.
A MATCH WITHOUT SEEING THE BALL
Gabriela Carchak considers soccer to be a universal language and, as happens with some famous deaf
musicians, who are able to use their "language" without being able to hear, there are people who play football
without being able to see the ball. Everyone agrees that "soccer is a universal language that is shared by
everybody." In Argentina, the TV channel TyC Sports launched an advertising campaign to spread a universal
message: A series of advertisements, with the slogans "Disabilities depend on the rules of game" and "The best
way of not discriminating against others is to put yourself in their place", were filmed. In order to convey these
messages, players from the Argentine Selection were invited to compete against the FADEC (Argentine
Federation of Blind Athletes): Claudio L?pez, Roberto Bonano, Mat?as Almeyda, Hern?n Crespo and Juan Rom?n
Riquelme. Both teams shared the same game conditions, that is, without the power of sight. With their eyes
blindfolded and playing by the rules of the league for the blind (i.e., the ball has a bell inside, which emits a
sound so that the players can follow it), the powerful national team players, which could only make clumsy and
uncertain plays, fell by a score of 7-0. The advertisement was displayed by cable and broadcast TV channels.
The experienced world champions could not even manage to kick the ball two times on a row. This made a
considerable impression after the exhibition: their skills had been tested. After this display, the team of
handicapped athletes faced a set of "legends" players: Norberto Alonso, Ricardo Bochini, Francisco S?, Victorio
Cocco, Nicolas Novello; Rafael Albretch, Juan Carlos Guzm?n and Hugo Leonardi. None of them could play
effectively. Supposedly, they were not in ideal condition, since the blind players won by 4-1. The ad campaign
consists of eight advertisements that deal with different sports. Not only did they cause great impact locally, but
also internationally. The campaign obtained 14 awards ? nominations and prizes ? and was a finalist in the New
York Festival, one of the most important and prestigious advertising meetings of the world. The campaign is
intended to promote integration and to speak out against discrimination against the handicapped. Its success
has been unquestionable. On that day, blind athletes earned the right to claim victory over the best soccer
players in the world. The Blind Argentine Soccer Team was a runner-up in the championship held in September,
2000, in Jerez de la Frontera, Spain. Today we can state with certainty that "soccer is for everybody".
SEVERAL FAMOUS ATHLETES IN CHARITY
PROJECT
"By putting yourself in someone else's place, you begin to play on their team" is the motto repeated at the end
of each of the twelve short advertisements which are part of the campaign "Changing the Rules II", made by
TyC Sports and broadcast beginning last Friday by the sports channel, America and Canal 13. Unlike "Changing
the Rules I", which took place in 2000, won 23 international prizes and showed athletes of different disciplines
facing handicapped people, most of the protagonists of "Changing the Rules II" are well-known celebrities. It
was similar to the first campaign, in which several players of the National Team, with their eyes blindfolded,
faced off against a team of blind athletes. In addition to Telenoche's journalist, several celebrities participated in
this campaign: Soledad Pastorutti, Adrián Suar, Leon Gieco, Cecilia Roth, Aleandro Norma, Enrique Pinti, Julio
Bocca, Mónica Cahen D'Anvers, Luis Landriscina, the priest Julio Grassi and Jose Pekerman.
CAMPAIGN: "CHANGING THE RULES II" Creation: TYC SPORTS. Main Characters: NORMA ALEANDRO, ADRIAN
SUAR, LEON GIECO, SOLEDAD PASTORUTTI, JOSE PEKERMAN, PRIEST JULIO GRASSI, among OTHERS.
THE IMAGE OF THE CAMPAIGN "CHANGING THE
RULES", LAUNCHED BY THE SPORTS CHANNEL,
BROUGHT ABOUT A POSITIVE EFFECT ON THE
AUDIENCE'S MEMORY. IT MAY ALSO IMPROVE
THE AUDIENCE'S PERCEPTION OF THE FIRST
PROJECT
The scenes, which were broadcast by all the Argentine TV channels, show the National Soccer Selection players
being defeated by a team of blind soccer players. The same happened to a team of players from the National
Basketball League, who played in wheelchairs and could not manage a single basket against the handicapped
players. Professional and veteran soccer players, basketball players, swimmers, and discus throwers, among
other athletes, competed against handicapped athletes in the series of eight advertisements that constitute the
campaign against discrimination lead by TyC Sports called "Changing the Rules". These brief TV advertisements
do not show us the whole story, but part of it. "Athletes competed exclusively under the rules of the
handicapped players", says Jorge Penia, Marketing and Press Manager from TyC Sports. "These games were
actually played. Each match lasted 14 minutes. The soccer veterans lost to the blind players by 5 to 1, and the
players of the National Selection by a score of 7 to 0. In basketball, the game lasted 3 minutes, and the
National League players were defeated by 16 to 0". The best way of not discriminating against others is to put
yourself in their place: This was campaign's slogan. "The idea was to put professional athletes in the same
situation that handicapped people are", Penia says. He also emphasizes that the players showed their better
natures. "Nobody asked for money". The campaign has been airing since August 31st and is ongoing. "We are
proud if it. We have introduced a new concept that does not have anything to do with the typical compassion as
it would happen with other rules, because the rules are modified for those who do not have any disabilities. If
basketball players played in wheelchairs, handicapped players would surely win". After 14 months, "Changing
the Rules" has collected 25 international and national awards from the Cinema Festival and World-wide Sports
Television programs such as Best Social Benefit Advertisement in Mexico; and the Eikon Prize, from Image
Magazine and Santa Clara de Asi's. "Besides, we were finalists for the Mercury Award, given by the Argentine
Marketing Association in 2000", Peña says.
Advertising & Marketing IT IS CAPITAL SHARES
TIME
By Alberto Borini
"
The best way of not discriminating
against other people is to put yourself in
their place" is the motto of a public
service campaign launched by the cable
channel TyC Sports. There are eight TV
spots related to the most popular sports.
In one of them, a football team made up
of several of the greatest stars of the
national selection (Piojo López, Almeyda,
Crespo and Riquelme) played with their
eyes blindfolded so that they were
playing under the same conditions as
their opponents, members of the
Argentine Federation of Blind Athletes,
who won by several goals. In another
sports, all-star players of the National
Basketball League agreed to compete
from wheelchairs against their opponents
from the Federation of Wheelchair
Athletes and were defeated 16 to 0.
The remaining institutional
announcements of TyC Sports covered
other sports: swimming, fencing and
track. In all of them, the professional
athletes showed that "disabilities depend
on the rules of the game." The idea of
the campaign was the brainchild of the
channels Marketing and Press
Department. It was lead by Jorge Rock
and developed by the Chas/Tschuvarov
ubron Agency. Baires was in charge of production. The company
s campaign, which also featured graphic
announcements, won nine prizes in national and international festivals. Besides, it was declared of national and
provincial interest by Buenos AiresCity Government. At a time at which a good image is essential to assure
positive public opinion, mainly in case of conflict, Social Marketing is the tool used to improve and take care of
the companiescapital shares. Many companies support public service communication in order to collaborate
with the Argentine Council, a private organization whose specialty is, indeed, the professional handling of
communication, and being in charge of dozens of campaigns that encourage human values. Others, such as TyC
Sports, prefer to stick to their own initiatives. The last ones have increased significantly, and today, many
companies such as Bagó, Arcor, Metrogas, TGS, Telefonica, McDonald's and Telecom (to mention a few) are
included. In addition, the interest in this relatively new management aspect is reflected in conventions, popular
seminars and courses where people share experiences and try to optimize the yield in prestige they are after.
This Thursday and Friday, the Argentine Day of the Social Sector will take place in the Catholic University VII.
The title of the event will be "Good Communication for Good Causes." Its exhibitors will be Joan Coast, a
consultant, university professor and Catalán writer; Ronald Shakespeare, president of the design study, and
Manuel Mora and Araujo, the Commitment Foundation holder and organizer of this meeting. Social marketing
and advertising are usually worth the effort. But similar to all the variables of the discipline, other tools are also
available: public spreading, relationships, events and sponsors. As a consequence, creativity plays an important
role. One example is the last Coca-Cola advertisement. The company decided to tie the launching of its new
slogan, "Feel the flavor to live," with initiatives that overflow the commercial purposes and extend to social
issues. The Advertisement Agency is lead by Lopez Rossi & Flia. It was inspired by the list of things by which "it
is worth the trouble to live with," which was also revealed by Woody Allen in "Manhattan" (Flaubert, Mozart,
Groucho Marx, Louis Armstrong, Cézanne...), and by Jose Rosenwaser, an immigrant who in the seventies went
through cafes asking people to write their thoughts on a notebook, in an effort to summon the name of CocaCola to the public and to offer the opportunity of expressing themselves in order to associate certain flavors
with life. A mural of 18x4 meters was hung from a wall in the facilities of the Argentine Rural Society in Palermo
for several weeks. More than twenty thousand men and women spontaneously wrote their feelings in it. "To see
how my children grow"; "To spend the rest of my life with the person I love and to be happy"; "[To have] a
better country for all of us"; or "To travel everywhere." Hope was the most recurrent theme. Silvina Blanco, the
manager of Institutional Relations from Coca-Cola, and Raul Lopez Rossi, the agency
s owner, evoked the
words of Borges when referring to the initiative: once, in a very difficult moment of our country, they asked him
if they had the right to hope for things. Borges answered: "More than a right, it is a duty."
Sports Campaign - HEROES FOR A DAY
Both elite players and blind athletes take part in an advertisement.
The ball has a bell inside of it. Each team
s coach stands behind the opposite arch and suddenly shouts: "Kick it
now!" The soccer player obediently does. And when he celebrates the goal, he guesses where his companions
are and hugs them. All this under the slogan, "The best way of not discriminating against people is to put
yourself in their place". The most outstanding Argentine soccer players took part in a shared campaign from
TyC Sports. Hernán Crespo (25), Juan Riquelme (21), Claudo Lopez (26), Matías Almeyda (25) and Bonano
Robert (30), among others, disputed a "soccer 5" game in the Cenard against blind players. The professional
soccer playerseyes were blindfolded to play under the same conditions. As a result, they lost 7 to 1. As part of
the campaign, Marcelo Milanesio (34), Rubén Wolkowyski (27) and Diego Osella (30), among others, played a
basketball game against the Argentine Wheelchair Basketball Selection, which will participate in the Paralympics
in Sydney. The team won 67 to 42. The videos recorded in all these competitions are intended to be part of a
campaign to be launched by TyC Sports.
STARS EVERYWHERE
Eight players from the National Basketball League took part
in an advertising spot along with handicapped basketball
players. Julian Young, from Olé, says that the backstage
situation was both peculiar and amusing. The League,
represented by Marcelo Milanesio, Sebastián Festa, Diego
Osella, Ruben Wolkowysky, Gabriel Fernandez, Daniel and
Claudio Farabello, was beaten in the Bombonerita Stadium.
Eight players donated their time to play an exhibition
match. A basketball player from Cordoba could not hide his
frustration when he faced the skilful handicapped
basketball players during the recording of TyC Sports'
advertising spot. The League players were not relaxed.
Even Festa tried to repeat several movements that had
made him famous in the League, but there was no positive
result. Perhaps they had never been defeated in that way.
"They are incredible. I thought it was going to be easier for
us. But they block you and do not let you move forward.
They are very capable of playing", Milanesio explained to
Olé's journalist after the endless seven hours of shooting
(from 11 to 18). "Everybody else was tired. I have taken
part in several advertisement spots before, so I'm used to
them", said the player from Athens while he recalled his
previous advertisements. "It is a sacrifice, but it is worth
the trouble", he told Marcelo, who traveled from Córdoba
and returned the same day. They were all amused and shot
the scenes as many times as they were requested to.
"They are really cool", said Washington Herrera, the
handicapped players' referee, who also played a minor role
in the advertisement. "Their attitude was great. All of them
agreed to take part in it and they also did it for free. The
channel's Marketing and Press Manager said: "Our idea is not to display the typical image of compassion about
handicapped people. We want to change that concept; we need people to put themselves in someone else's
place and so understand that disabilities depend on the rules of the game. This time, the pros were the ones at
a disadvantage. They realized how difficult it is to have certain disabilities." Peña also remarked on the acting
abilities of the players. "Milanesio is a great actor and Wolkowyski was a bit serious. Still, they all did well. Who
was the best? Esteban Perez was brilliant in an advertisement against indiscriminate fishing some years ago."
With effort and passion, they defended their team. Four out of the nine handicapped players who are part of the
Selection took part in the shooting. One of them, Dark Guillermo, who is 52, summed up everyone's feelings.
"It is an amateur sport. Everything costs so much. For example, a chair is worth $2,000." The National
Selection and Cridel's player (one of the eight clubs that are vying for the national championship) said that
even though they did not qualify for the Paralympics in Sydney, 2000, "We used to walk better. Now we play
better", he said to us.
TyC Sports Public Service Campaign
Thursday, 21 February 2002.
TyC Sports launched their Pressure campaign, which deals with sports as its main communication tool.
The values of this campaign are reflected in its slogan: "The idea is that he be encouraged to play and that he
should not be forced to win." The campaign is made up of five advertising spots: dormitory, girl car, girl path,
boy car and pot. The idea arose from the Marketing and Press Department of the channel TyC Sports. It was
developed by Chaj/Chubron Communication Agency and produced by ProduZoom.
"The basic idea was to show the pressure that young boys are subjected to when they are compelled to excell
in sports. Sometimes, parents demand too much of their children. Instead of congratulating them for taking
second place, they badger them to continue struggling to get first and to win at any cost." The channel director
explained.
PRESSURE
After the successful campaign "Changing the Rules," TyC Sports sends a new awareness campaign. With the
title "Pressure," the idea arose from the channel
s Marketing and Press Department and was developed by
Chaj/Chubron Agency. ProduZoom was in charge of production.
The values they want to transmit are reflected in the slogan of the campaign: "The idea is that you play, not
that you are forced to win."
The basic idea was to show the pressure young boys feel to excell in sports, shown in five spots: dormitory, girl
car, girl path, boy car, and pot. It was aired for the first time on February 13, during the advertising spot of a
friendly game between the Argentine Selection and the selection Walsh Soccer.
TyC Sports' TV Campaign
CHANGING THE RULES
The sports channel launched its new advertising campaign, which was a continuation of the prior successful
campaign Changing the Rules.
This time, there are 12 spots, each of which features a well-known figure: actors, singers and journalists such
as Julio Bocca, Adrián Suar, Enrique Pinti, and León Gieco, and others.
This time none of them, with the exception of José Pekerman, is a pro athlete, and this is because TyC Sports
intention is to extend the sports scope.
The objective of the campaign is to show, through real-life situations, the difficulties that handicapped people
come across every day. They concluded that in society, they are not the only ones with true limitations.
To reach people, several famous persons collaborated with the channel on the campaign.
Creativity was in the hands of Chaj/Chubron Communication Agency; the producer in charge of the
accomplishment was ProduZoom, and the Director was Carnevale Marks.
Changing the Rules II will be aired for the first time on May 13 by TyC Sports; Channel 13 and America TV. It is
hoped that soon other broadcast channels will give time to show these spots.
In Someone Else's Place
Chas/Tschubarov Communication
The print and television campaign "Putting yourself in the someone else's place", designed by the
Chas/Tschubarov agency for the TyC Sports channel, was declared of national interest by the Presidency of the
Nation. The campaign spreads a massage against discrimination against the disabled, and features both
professional and handicapped athletes. The agency's creative team is made up of Hernán Pagani and Pablo
Carpintero. Baires Productions produced the ads.
Ads published in the magazine NOTICIAS, which stand out for their quality of design, originatlity and strength
of communication, participate monthly in a competition, in the hands of a panel made up of representatives of
important public relations and advertising agencies. It is this panel's responsibility to select the winners of the
"NOTICIAS a la Creatividad" award, in a competition that has already become a classic among the advertisers
in our country. It should be noted that on this occasion the lunchtime meeting will be held July 28, not July 21
as had been announced, where the panel of specialists will select the best ads for the following categories:
Institutional, Service and Product for the month of June. The winners as well as the different creative teams
and their ad agencies will be published in subsequent editions.
The judges of the "NOTICIAS a la Creatividad" Award, as is the well-known custom for prestigious
representatives of advertising agencies and businesses, met to select the best ads for this past June. In the
Institutional category, the winner was the TyC Sport ad, with the award going to the Chas/Tschubarov
Communication agency and the creative team made up of Pablo Carpintero/Creative Director, and Hernán
Pagani/Art Director.

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