ARS DDB | 69 años entendiendo al venezolano
This campaign was one of my favorites I made in ARS DDB. The agency is the biggest agency in Venezuela and was the first one. So they are the authority when it comes to talking to Venezuelan consumers. For the 69th anniversary, the concept for the anniversary prints was "69 years understanding the venezuelan".
The first one, with the intercom, it's about how we give addresses in Venezuela... not 151 1st St or anything like that, we give addresses in our way, explaining everything that is on the way without being exact about anything. The copy reads:
"A little bit farther of the square you take a right, you pass the Mango tree and keep going and it is right before the kiosk next to the white building that has the bakery on this side. But not like when you are going but when you are coming".
The second one, with the coffee, it's about how we order a coffee in Venezuela. It's not venti, latte or any fancy name, we just describe the color you want it, giving it a name and everything. The copy reads:
"GIve me a guayoyito" "For me a teterito" "I would like a little brown one but kinda light" "for me a little dark con leche" "a black one, hot but not that much"
And the third one, with the tools, talks about how inexact we are by naming things. We put a name that can be the generic for ANYTHING and EVERYTHING. The copy reads:
"Pass me that guarandinga (could work as "thingy" a generic for a thing) to bichar (that means like fix but it doesn't even mean fix) the perolito (another way of saying "thingy", generic also) from this coroto (a generic for object or something)"
I have to say, I've just had a lot of fun trying to explain this in English being something so particular to Venezuelan and our way of talking... I just hope it made some sense whatsoever.
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