Election Day: a campaign from 2007 that says a lot.

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To begin exploring the creative landscape in BA, I wanted to show you a campaign from the agency Kepel y Mata.

This campaign is from October 2007, but I think it will give you a glimpse of what's going on in the country and in its people's minds.

After all, creativity always expresses in some way or the other the social, cultural and economic mood of its environment, anthropologists say.

So, in October 2007 Argentina was facing its presidential election, the second after the crisis of 2001 (that ousted five presidents in one week and nearly drove the country into civil war).

Amazingly enough—but remember, this is Latin America, with all its chaos and beauty, so everything is possible—six years later the president's approval rating was nearly 60%; the economic crisis was over and the country grows at about 7% yearly; a consumption boom is on.

And of course, people's interest in politics, that was seen at nearly 100% levels during the crisis, was again turning into apathy; a sort of laissez-faire with citizens more interested in choosing their vacation destination than the presidential candidates' proposals.

So, the TV channel Rock and Pop TV made this amazing campaign and aired it a few weeks before the election.

The people you see coming out of the polling stations are talking on their cellphones and saying things like "Yeah, I don't know who I voted for; I don't care, I got other things to think of..."; "I voted, yeah, for the first ticket I found, they are all the same."

The man that comes in the horse in the "San Martin" spot is Don Jose de San Martin, the father of the nation, who freed the country from Spain in the nineteenth century then crossed the Andes in a winter campaign, freed Chile and then sailed with his army to free Peru.

The gentleman you see entering the room in the historic clothing in the "Belgrano" spot is Don Manuel Belgrano, one of the fathers of the nation, the man that created the national flag and a fighter for freedom both in the American continent and in Europe.

The spots end with the tagline "There are people who died for this Nation. Think very carefully before you vote".

Aimed at a young teenage audience, the spots helped raise awareness in its hard to reach audience of the importance of political involvement.

And so, even if it didn't have a big airing budget, it became a symbol of the state of the consumer in 2007.

Hasta la vista!
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