A digital ad created by ‘Ogilvy Argentina’ regarding the same describes Bimbo Integrated Bread as a special edition product with all of Bimbo’s bread types put in a single packing.

The agenda behind the creation of this product is to educate people about tolerance and diversity. For a start, the brand pushed Bimbo Integrated Bread into schools as a part of an educational program. To complement the social message, the program had Bimbo’s different bread types as characters in storybooks. This unique awareness campaign garnered a considerable amount of recognition and applause on social media as well. Given the success of Bimbo Integrated Bread, the brand plans on taking this product to more children.

We feel that Bimbo Integrated Bread does a commendable job of delivering a meaningful message on social inclusion and openness towards diversity. It would be interesting to see how the tale of Bimbo Integrated Bread develops further.

Credits:
Advertising Agency: Ogilvy Argentina
Client: Bimbo Bakeries Argentina
Campaign: Bimbo Integrated Bread
General Creative Director: Maximiliano Maddalena
Creative Director: Alejandro Blanc / Sebastian Graccioli
Creative Team: Virginia Bello Smith / Marcos Demarchi / Gonzalo Juri / Luis Gutierrez Araque.
Head of Art: Virginia Bello Smith
Account Director: Eliana Astegiano
Account Team: Ana Pisani / Julieta Altare
Agency Producers: Yamila Achkar / Viviana Simone / Gastón Sueiro
Illustrations: Virginia Bello Smith / Belén Greco / Estela Ferrandis
Client Authorization: Alejandro Zebadua Estrada
Production House: Walden
Director: Guido Cassini / Matias Pisani
Production House Producer: Karla Mendez
Editors: Julian Munarriz
Music: Supercharango
Post Production: Walden
Narrator: Karin Zavala

This Ad Campaign is about:
Ogilvy, Food, Bimbo Bakeries, Argentina, Bimbo Integrated Bread, Diversity, Gender Inequality, Racial intolerance, Outdoor, Education

BUENOS AIRES, – FCB presents its new campaign for Tía Rosa, number one Mexican tortilla now in Argentina. “Now your home will become a real Mexican restaurant”, establishes the new positioning developed for the launch in our country for this prestigious brand from Grupo Bimbo.

The agency, creatively leaded by Lulo Calió, uses humor through different situations in a very Mexican atmosphere. “We are glad to present this first campaign that means the launch of Tía Rosa in our country. A well-known Mexican Brand, is now available in Argentinean homes”, commented Calió.

“The campaign will have a strong presence in TV and digital. This launch represents a great innovation and evolution to expand the category with new consumption moments. Tía Rosa arrives as the specialist in Mexican Food, since Argentina is the country with more Mexican restaurants in all South America”, adds Santiago Puiggari, FCB´s President.

Credits
Advertiser: Bimbo
PRODUCT: Tortillas Tía Rosa
Title: “Restaurante”
AGENCY: FCB Buenos Aires.
CEO: Santiago Puiggari
Chief Creative Officer: Lulo Calió
Art Director: Daniel Tomazini
Copywriter: Claudio Brutto / Guilherme Branco
General Account Director: María Laura De Rosa
Account Director: Inés Bai
Account Executive: Ariadna Traverso
Director of Audiovisual Production: Gabriel Lancioni
Agency Producer: Maximiliano Ibarra
Producer Assistant: Gerónimo Rey
Graphic Producer: Javier González
Digital: Cruz Mujica / Maira Fabro
Responsible for the client: Ariel De Coss Morales / Carolina Gimenez Iñarrea/ Victoria Sanz Cisneros

PRODUCER: HACHIKO
DIRECTOR: Maureen Hufnagel
EXECUTIVE PRODUCER: Melina Nicocia
PRODUCER: Christian Umbert
MANAGERPRODUCER: Carlos Pascual
DIRECTOR ASSISTANT: Federico Beron
PHOTOGRAPHY DIRECTOR: Juan Carlos Ferro
ART DIRECTOR: Nancy Golmesky
VESTUARY: Moises Tobal
POSTPRODUCTION: Labaque VFX
COLOUR CORRECTION: Anahi Piccinin
POSTPRODUCER: Cynthia Fuentes
EDITOR: Marcelo Martinez
MIX: La Casa Post Sound