Creativity 50:
Maxi Itzkoff & Mariano Serkin, Executive Creative Directors, Del Campo Nazca Saatchi & Saatchi

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Maxi Itzkoff and Mariano Serkin's already-big roles as exec creative directors at Buenos Aires' Del Campo Saatchi & Saatchi are growing as Del Campo opens in Spain this month, rolling up Saatchi's existing Madrid shop. The pair is behind ever-crazier stunts for Anheuser-Busch InBev's local beer Andes, and the unusual idea of using sweaty dads lounging around the house in their underwear to sell BGH air conditioners, an awards-show crowd pleaser. Says CEO Pablo Del Campo: "Maxi and Mariano follow the best projects and they smell the creative opportunity."

BGH: Innovating in the AC space with scantily clad sweathogs.

One stunt for Andes gave brew drinkers an "out" from social commitments.

See the rest of the 2012 Creativity 50 here.

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