Furia World - Portfolio 2

FURIA WORLD - ARGENTINA

ORTIZ DE OCAMPO 330 2

路 EDIFICIO 3 PISO 2 OFICINA 11 Y 12

C1425DFE, B UENOS AIRE S, ARGENTIN A 4804 4777 / 506 0 TEL +54 11 4806 8880 / 0993 FURIAW ORLD.COM

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FACEBOOK.COM/FURIAW ORLD

PORTFOLIO

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GUILLERMO TRAGANT President & Creative Director

Founded Furia in 2007 with the objective of innovate and bring a fresh modern approach to advertising.

Before that he was Creative Director at Lapiz, Leo Burnett’s Hispanic Division in Chicago, Regional Creative Director for Coca-Cola at McCann Erikson in Central America and Art Director at La Comunidad in Miami. He also worked as an Art Director in Agulla & Baccetti in Argentina and has a solid international career as an Art Director and Creative Consultant for companies like Nickelodeon, MTV Networks, Kenneth Cole, Rolling Stone magazine and Shakira, among others.

Guillermo worked as graphic artist at Fabrica, the communication laboratory created by Benetton and directed by the famous photographer Olivero Toscani, in Italy. He was also the Creative Editor at Colors magazine.

His work has been published in numerous books, won awards worldwide, and has been nominated for the MTV Awards and the Latin Grammy Awards. He is also editor of Angel, an independent project that focuses on design and social trends.

Guillermo Tragant has a degree in Advertising at Universidad del Salvador and postgraduates in Design and Marketing at Lousiana State University, and now teaches at Universidad del Salvador and the Miami Ad School.

LUIS BRUSCO Managing Director

Luis works in the advertising and marketing business since 1983, when he started his career at the agency Medios & Espacios. Later on he add experience in other agencies like Colonnese Lintas and one of his big achievements was to be founder and partner of Agulla & Baccetti, were he was General Manager. Years later he became Managing Director and President of Lowe Argentina and Lowe/Draft FCB Buenos Aires. Founded and was Vicepresident of the media agency Brand Connection until 2006. In 2010 he joined Furia as Managing Director.

Luis Brusco has a degree in Advertising at Universidad del Salvador and he has an MBA IAE from Universidad Austral.

Nike / Sportswear

In 2008 Furia helped Nike to launch their Sportswear line in Argentina, Chile and Uruguay. Furia created an independent campaign part of a global effort to promote a sportless related line during the Olimpics.

The concept of the 360Âş campaign was “Designed for sport Remastered for lifeâ€?. The agency helped select opinion leaders among artist, singers, actors, athletes, models and designers. The strategic idea was that getting dressed was a sport by itself. A sport in which we compete against everybody else in the street.

A selection of the most trendy people in the city was chosen and featured in ads, videos, OOH and postcards. The campaign was largely cover by the press and included a wide range of activations from print, TV, guerrilla, graphics, merchandising, special events, pop up store, installations, product customization, viral campaign, web feed, press and community managment.

路 Wildposting.

· “This is Sportswear” 30” TV spot - Brenda Aznicar, actress.

· “This is Sportswear” 30” TV spot - Luciana Aymar, hockey player.

· “This is Sportswear” 30” TV spot - Dante Spinetta, musician.

· “This is Sportswear” 30” TV spot - Nazareno Casero, actor.

路 Limited edition customized shoes.

路 Sticker collection.

· “Custom By Gravinese” 30” TV spot.

A dog cruise the night in the city sporting a pair of Nike Dunks.

· “Custom By Gravinese” 5’ documentary for the web.

About artist Diego Gravinese customizing Nike Air Force 1.

路 Avatar Design. Customers could visit nikesportswear.com and create their own avatar, and then download to their phone or msn application.

路 Custom content on the web, people could design their own Dunks or Air Force 1 and the online community of Sneaker Freakers voted for the best pair every week, and the best one got a pair of new shoes.

路 PR event at Buenos Aires Fashion Week, a dodge ball competition was held among models, OLS and visitors. Every player got their own commemorative t-shirt. Celebrity appearances and poster signing.

路 Preliminary sketch.

路 Slide shoe installation.

路 Pop up store and Chinatown launch block party.

路 Nike Store Palermo Soho, Buenos Aires.

Levi’s / MuñECO

MuñECO was a garment. MuñECO is now a toy.

MuñECO is a friend of you and the world.

MuñECO is a sustainable design project created by Furia for Levi’s with the sponsorship of the Metropolitan Design Council of Buenos Aires, with the objective of integrating commercial brands, new designers and consumers, interested in everyday products with eco sensitivity.

MuñECO is a sustainable toy made with discards and used fabrics, damage products, second hand garment, labels and over stock items.

The initiative was part of the Levi’s ECO line efforts and included retail space workshops with consumers, designers and celebrities, press and web videos. As a result Levi’s spreaded the culture of recycling among young people, and in the first workshop 600 to ys were made recycling 350 Kg of post-consumer fabric.

路 Toy Collection.

路 People creating their toy at mall workshop.

路 Online communication for the event.

Seamstresses were available to complete toy details. The final results were later exhibited at the store windows.

Nike Plus / Bs. As. Chicago 8979K

The Nike Plus system is an innovative technology that provides runners with an accurate information about the running performance. It allows to create an online training plan and connect with a world wide community of runners.

To prommote the sales of Nike Plus, Furia came up with a marketing concept, a big idea: “Why don’t we change an individual sport like running into a social sport.” Let’s run in teams, let’s race together. And add miles together to a common goal.

The objective was to cover the distance between Buenos Aires and Chicago, a race of 8979 K. The team, 15 runners.

How? Adding miles with Nike Plus. The prize: the winning team leader gets to run the Chicago Marathon.

The 360º campaign was built around Facebook platform and included OOH, print, TV, guerrilla, t-shirt graphics, merchandising, virals and PR. 30 running teams completed the challenge and 230 Nike Plus sets were sold in the first two weeks of the competition.

· Facebook applications were designed to engage the runners. With the Running Calculator you could compare distances between two points and then get how many of those you need to get to Chicago.

Example: It’s takes 2300 times from your house to your girlfriend’s office to get to Chicago.” The Map Calculator help you visualize every week where your team is and where your competitors are: “Gee, we are already in Machu Pichu!”.

路 Facebook community.

路 Daily performance by team.

· “Subway” - 30” TV spot A man runs into the subway in Buenos Aires and gets out in Chicago.

· “Taxi” - 30” TV spot A group of 15 runners runs through the city in Buenos Aires, a taxi pass by revealing only one runner in Chicago.

路 Teams, winner at Chigago Marathon and winners advertising.

SUSTAINABLE

Ciel / Eco-flex

With the objective of educate the consumers into the world of sutainability and communicate the brand novelty packaging.

Furia developed a campaign strategy and 360º elements under the umbrella of the “Dale la Vuelta” concept. The range include OOH, TV, web and print designed by artists illustrating in their own language the idea of recycling. We wanted to refresh the approach to the classic message of “don’t waste recycle.”

With a positive message and an engaging campaign Ciel was able to gain eco credibility and aquire a property for the brand. The launch was followed by a series of installations of animal sculptures constructed with recycled Ciel plastic bottles, and a line of everyday objects made out of recycle pet is on the make.

SUSTAINABLE

On 2010 Ciel reduced in 35 % the amount of plastic in their bottles, this new PET bottle with less material density was named Ecoflex.

SUSTAINABLE 路 TV spot and graphics to educate consumers into recycle the new Ciel bottle.

SUSTAINABLE 路 Print & OOH messages, merchandising and special packaging.

SUSTAINABLE

SUSTAINABLE

SUSTAINABLE 路 In order to make consumers visualize how many plastic was save by the new Ciel bottle, animal sculptures were installed in public spaces and Walmart supermarkets. This horse for example, is made out of 3.000 Ciel PET bottles, which is how many PET is saved in Mexico City in five minutes, just because we are using this new less dense plastic bottle. After this Ciel started a recycle program in schools and universities with PET sculpture. Contexts to engage young people into recycling.

Levi’s /

By Furia

Levi’s invited Furia to create a limited edition designer collection.

The theme was western meets color, using the Buffalo as icon of the collection creating camouflage patterns and mix and match of fabrics with custom graphics.

The collection had jeans, jackets, shirts, hoodies, t-shirts, bags, hats, ties and accesories. Communication for the line included store retail, press, fashion show, windows, an instore launch event party and P.R. This collaboration effort went beyond this inittial line and was followed by a second Levi’s by Furia collection sold in stores in Brasil and Mexico markets, graphics for Levi’ s Premium, ECO and Seasonal lines, and art direction for several fashion shows at Buenos Aires fashion week.

路 Animal mannequins, in store displays and window design.

路 Look book & furniture design.

EDGY

Nike / Black Pack

“There is a dark place inside of all of us. A secret being kept. Black is everything. Black is nothing.

Elegant, sexy, powerful, classic, modern, sleek. Black is a secret. Black is Sportswear”.

Under the concept “Black is a Secret”, the agency created a 360º campaign that included a variety of pieces approached in an innovative way and with high end art direction. The main piece of communication was a secret limited edition art book, that was distributed among opinion leaders. Each chapter portrait a secret black fantasy of each athlete.

Black is fantasy, black is wild, black is power, black is rebel, black is magic.

The campaign also run print, OOH, retail, merchandising, ipad application, and an exclusive secret black party in Punta del Este, Uruguay.

EDGY

Black Pack is Nike Sportswear colletcion completely designed with color black as theme. The objective was to influence the influencers. Notorius Nike athletes were selected to be the face of the campaign, Luciana Aymar (world number one field hockey player), Sergio Kun Agüero (soccer player of Atlético Madrid), Carla Rebecci (hockey player), Juan Martín Hernandez and Gonzalo Tiesi (rugby players).

EDGY

EDGY

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EDGY

EDGY 路 iPad application and merchandising.

EDGY · Nike retail display and Kun Agüero’s personal Twitter.

EDGY

Bully / Cashmere

Concept, naming, brand identity and commercial strategy for luxury brand Bully.

Bully’s core product is cashmere, the brand also embraces a wide universe of luxury products. Famous male model / actor Ivån de Pineda, María Montalembert and Lolo Tanoira are the founders and visionaires behind this new brand.

Our service for the brand included design, catalog art direction, website design, direct marketing, showroom concept, art buying, packaging, labeling, casting and retail ideas. www.thisisbully.net

· Lolo Tanoira, Iván De Pineda & María Montalembert, Bully owners.

路 Website design & online catalog.

路 Content feed & community management.

路 Bully boutique, Buenos Aires, Argentina.

Coca-Cola / Iconic Campaign

125 years ago the Coca-Cola brand was born.

A global cultural event.

“The 125 reasons to believe in a better world� is the product of a two year global research that discovered that every day there are actually more good things happening than bad things. Coke commisioned Furia to develop an iconic book that is the testimony of all this research and base for its new global campaign.

With this goal in mind Furia curated a long list of international artists, photographers, illustrators and asked them to illustrate each of this 125 statistics reasons. The content of the book is coming out in diferent formats: hard cover, inserts, ipad application, print, posters, OOH, packaging, and documentary videos that tells the making of the project.

77 “Todos somos Iguales”.

11

“En las próximas décadas se prolongará la expectativa de vida.

Esto significa que más niños podrán conocer a sus abuelos y disfrutar más tiempo con ellos”.

66

“En el mundo, hay más maestros que soldados en actividad”.

Soldados Activos: 14,264,852 Maestros Activos: 27,920,000

113

“A principios del siglo XX eran muy pocas las mujeres que accedían a estudios universitarios.

Hoy conforman la mayoría de los graduados”.

路 Limited edition packaging and graphics.

路 Media event in DF, Mexico City.

· “125 Reasons book Making off” - 5’ documentary about the process, interviews, production and curating of the book.

· “Milo” - 60” spot.

Artist Milo Lockett reveals his ideas behind the making of the cover of the book.

· “Follow your bliss” - 60” spot.

Garth Poorman tells the story about his journey through America in the search of hospitality.

· “Jeremyville” - 60” spot.

Interview with artist Jeremy Ville about his creative process and point of view about the “125 Reasons” campaign.

· “Mengano” - 60” spot.

Argentinean superhero shares his story of being a regular guy protecting community in hero custom.

路 Digital version of the book.

For download visit: http://www.coca-cola.com.mx/

GRACIAS!

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ORTIZ DE OCAMPO 3302 EDIFICIO 3 PISO 2 OFICINA 11 Y 12 C1425DFE, BUENOS AIRES, ARGENTINA TEL +54 11 4806 8880 / 0993 4804 4777 / 5060 FURIAWORLD.COM

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