Cannes Contenders: Argentina

Corona Just Lime

Created by GUT, this is one of those ideas that makes you say, "Why didn’t I think of that?" So simple, so effective. Just one image – and it says it all. No big production, no overthinking. Just a sharp concept that sticks.

So simple, so effective. Just one image—and it says it all. 

Andes Origen Aaaahhh

One of the most fun brand journeys coming out of Argentina is that of Andes Origen. Since teaming up with Carlos Bayala’s NEW, they’ve been shaping a world that feels more like a group of friends having a laugh than a traditional beer brand.

One of the most fun brand journeys coming out of Argentina is that of Andes Origen.

Early on, they brought in French illustrator Jean Jullien to help set the tone—loose, human, a little cheeky. And for their latest chapter, they worked with Spanish illustrator Javi Aznarez. Even if not in competition we believe it's a brand with a campaign that doesn’t try too hard. It just feels just right.

Link to film here. 

Lays The Lay’s Crawl

No doubt one of the most viral campaigns of the year: Messi and Suárez walking into random pubs like it’s any given day. That’s the magic behind The Lay’s Crawl, a collaboration between Lays and Slap that turned a simple pub tour into internet gold. Just two legends, some chips, and the kind of charm that doesn’t need a script. It’s the kind of idea that feels effortless but hits in all the right places. It's a perfect example of building a canvas and letting ideas flow freely.

Just two legends, some chips, and the kind of charm that doesn’t need a script.

Susana Balbo Mapas

For this project, Susana Balbo Wines and TBWA teamed up with British artist Ed Fairburn to bring the same care and attention found in winemaking into their communication. Using maps as his canvas, Ed meticulously illustrated the portraits of Susana and her son José, blending their faces into the very land they’ve helped shape. A tribute not just to the place, but to the people behind every bottle. As an illustration lover and craver for what is fresh; this campaign stands out by embracing the past and at the same time bringing something new to the table.

This campaign stands out by embracing the past and at the same time bringing something new to the table.

Quilmes Murales Históricos

In Argentina, fútbol isn't just a sport – it’s part of our identity. And if there’s one beer that’s been there through it all, it's Quilmes. For their latest tribute to the beautiful game, they teamed up with local artist Martín Kazanietz, aka Gordo Pelota, to bring the passion to the walls of seven of the most popular clubs. 

The murals, painted just steps from each stadium, celebrate the colours, chants, and stories that make each team unique. It might seem silly but the piluso (a bucket hat) is a symbol, just like beer, and it's the unifying element that brings all of the teams together. 

The murals, painted just steps from each stadium, celebrate the colours, chants, and stories that make each team unique.