Cannes Prediction: T-Mobile's 'Dance'

Q&A With Saatchi & Saatchi's Pablo Del Campo

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As a heavily awarded creative working in the heavily awarded city of Buenos Aires, Pablo Del Campo, regional creative director of Saatchi & Saatchi, Latin America, and CEO of Del Campo Nazca Saatchi & Saatchi, Buenos Aires, knows whereof he speaks when it comes to predicting what will work at Cannes. This is the second in a series of creative Q&A's this week in advance of the 56th International Advertising Festival next week.

Pablo Del Campo
Pablo Del Campo
Ad Age: How has recession affected creativity?

Mr. Del Campo: We work 24/7. Because of the permanent crisis here, Latin America is creative because you have to be to survive. Argentina is a teenager country. Now the [older] parent countries have a crisis too. This is completely new to us. Five or six months ago, countries like the U.K. looked down on small global projects and said, "Let's send it to Argentina." Now the big markets want those projects, and there are very strong low-budget campaigns.

Ad Age: What work has most impressed you?

Mr. Del Campo: Fallon's work for Cadbury's Wispa in the U.K. is amazing.

Ad Age: What region/country/city are you most impressed with and why?

Mr. Del Campo: The U.K.

T-Mobile did two big events there around "Life is for sharing." In a London train station, in a very spontaneous way, music starts, and people start dancing, and it's choreographed, from rock 'n' roll and the twist to classical dance like the waltz. They viralized it. Then a couple weeks ago, they did another spontaneous act and invited people through mobile phones to Trafalgar Square for karaoke. They gave people microphones and sang "Hey Jude," and the words were on a screen. That's why I think the U.K. woke up.

Ad Age: Which campaign should clean up at Cannes?

Mr. Del Campo: The U.K.'s T-Mobile is a contender for the big awards.

Ad Age: What's the future of the global campaign?

Mr. Del Campo: Global brands must have global equity. They have global thoughts but understand what's relevant for each market, like a T-Mobile campaign in the U.S. Hispanic market, where soccer is relevant and they understand that everyone wants to be a coach, and [the campaign] in the U.K., where karaoke is relevant. The big clients understand that.

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