TV ad: MOTOROLA: LOFT

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Havas Group agencies HOY, based in Buenos Aires, and Republica Havas, based in Miami, have joined forces to create "Mini Rooms" – an Argentine market-driven campaign that promotes Motorola TVs by capitalizing on the brand’s strong positioning in mobile phones.
"Mini Rooms" presents the product in different miniature house settings. The creative teams collaborated with artists who specialize in models to generate hyper-realistic domestic environments, keeping in mind universal style for broad audience appeal. The campaign includes three audiovisuals ("playroom", "living" and "bedroom"), outdoor, graphics, social networks, digital media and trade marketing.
The strategy is to transfer the positioning from screen to screen by scaling home environments to the size of cell phones and replacing home televisions with Motorola TVs. This leverages the brand’s strong global cell phone positioning, which, in Argentina, comes to almost 45%.

Category Home electronics
Client MOTOROLA ARGENTINA
Agency HOY Buenos Aires by HAVAS / REPUBLICA HAVAS
Production LOS CHINOS
Country Argentina
Uploaded 29 May, 2024

Credits

Chief Creative Officer
Tony Waissmann
Executive Creative Director
MARIA LUJAN DONAIRE
Creative Director
Federico Ientilezza
Creative Director
Mariela Pettinati
Agency Producer
Marcelo Vega
Account Director
Ignacio Cicciaro
Editor
Adrián Fernández

Other credits

HOY by Havas team

COO: Elina Méndez

ECD: María Luján Donaire

Head of Craft & Innovation: Hernán Damilano

CD: Federico Ientilezza and Mariela Pettinati

Art Director: Sofia Fernandez

Production Coordination: Marcelo Vega

Editing: Adrián Fernández

Account Director: Ignacio Cicciaro

Account Supervisor: Florencia Rey

Account Assistant: Albertina Delía

Republica Havas team

CCO: Tony Waissmann

Chairman and CEO: Jorge Plasencia

Creative Chairman and President: Luis Casamayor

COO: Anthony Bianco

Production Company: Random & HOY by Havas

Director: Hernán Damilano

Directed by: Hernán Glossman

Modelling: Estudio LosChinos

Models Art direction and production: Rosina Golaz and Leonor Garcia Vercillo

Photographer: Gonzalo López

Retoucher: Lupe Jelena

Audio Production: TWINS Music House

Audio direction: Jerónimo Gonzalez Montalvo

Master and sound: Tom Huergo

Music Advisor: Max Scott

Case Edition: Walden Studio

Responsible for the advertiser: Marcelo Romeo, Javier Fabeiro, Nicolás Guttelsohn, María Fernanda Lota, Emiliano Blas, Ezequiel Fernández and Diego Scordo

MOTOROLA: LOFT

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