Diego Yurkievich
Argentinians have particular a reputation in the world, but that doesn’t mean they are not very good in many things, particularly creating great movies. This idea was used by Conill to promote for LA’s Argentine Consulate General, the annual Argentina New Cinema (ANC) Film Festival, held December 2nd-4th at Hollywood’s Egyptian Theater. “The multilayered reputation of Argentines is quite a unique phenomenon” said Conill Executive Creative Director Diego Yurkievich. “It’s fueled by passion, creativity and just a bit of paranoia. It’s something all Argentines realize about themselves and even propagate. The great part if that we can all laugh about it. This was an incredibly fun project for our team to work on.” The ANC draws large crowds from the local Argentine community and foreign-language film fans. Conill has partnered with the cinema festival since 2009. The 45” spot features a family in hospital waiting for an organ transplant, when a doctor informs them that they’ve find a donor. But there is a problem with the donor: is Argentinian. The ad ends with the line: “If only our reputation, were as good as our films.” The Conill team responsible for the spot includes: Executive Creative Director, Diego Yurkievich; Group Creative Director, Martin Cerri; Creative Director; Claudio Vera; Senior Copywriter, Germán Libenson; and Senior Art Director, Roy Pari. The production company is Parana Films; Producer, Lourdes Caballero; Directors, Dos Ex Máquina. Tono was the studio responsible for sound.
