Philco was launching its new four-door side-by-side refrigerator, designed to help people organize better. To communicate this, we chose Joaquín Levinton, probably one of the most disorganized people in the country. But we didn't do it the traditional way: we released fake news on social media where Joaquín announced his own self-help book, "The Four Doors to Inner Order." The news quickly went viral… until we revealed that it was actually the launch of Philco's new refrigerator.
“"Joaquín Levinton announces a book and surprises with an unexpected side." — Crónica Newspaper”
CEO & Partner: Marcelo Romeo · CCOs & Partners: Nicolás Zarlenga & Federico Plaza Montero · Executive Creative Directors: Ezequiel Irureta & Sergio Rio León · Creative Team: Kiara Vescio & Ian Engstfeld · Account Coordinator: Ivana Benozzi · Producer: Sebastián "Chiqui" Suarez · UGC Coordinator: José Aly Berrios · Creative Graphic Designer: Chiara Zoe Bourlot · Production Company: MALO™CASA PRODUCTORA · Director: Germán Gugliara · Executive Producer: Juan Pedro Justel Seguy · Director of Photography: Daniel Ring · Still Photography: Brau Perez Martí · Client Leads: Pablo Barat, Mauro Caggiano, Nicolás Guttelson
