McCann Erickson Argentina created the new “Punchazo” campaign for the Argentine Diabetes Federation (FAD) and the Argentine Advertising Council (CPA) with the aim of raising awareness among the population about the need to perform the diabetes test.
"We needed more and more people to take the test, so we decided to stop in the simplicity of the analysis: only a puncture reaches," said Sebastián Castañeda, creative general director (DGC) of McCann Erickson Argentina and added: “Thinking about how to make famousTo the puncture and in achieving a very popular campaign, Bilardo and the urban legend of the needles appeared. ”
From the hand of the renowned doctor and technical director, Carlos Bilardo, the campaign seeks to solve a specific problem: in Argentina, about four million people have diabetes and approximately 50 percent do not know.
The project was developed by McCann Erickson Argentina, agency led by Santiago Puiggari and creatively directed by Sebastián Castañeda.
The former Argentine selector Carlos Bilardo has recalled the popular myth that links it with the dirty game during his time as a footballer by starring a particular advertising campaign against diabetes.
"Bilardo's punctures" is the title of the advertising announcement in which the current director of the Argentine teams participates, who was accused of using pins to prick during the games the rival players of the students of La Plata, with which it wasThree times champion of the Copa Libertadores (1968, 1969 and 1970).
In a jocular tone, Bilardo, who is a doctor, has in the announcement, sponsored by the Argentine Diabetes Federation, which those punctures only intended to review the level of blood sugar from the rivals.
The campaign refers to the website , which stimulates people to submit for free to diabetes test, in addition to pointing out that in Argentina there are almost four million people with this metabolic disorder and half still does not know.
You can see the video here: Link V = NHDCPR8JE6W