Rethinking Career Choices in Argentina

Professions such as Psychology, Law, and Medicine have long shaped student aspirations in Argentina. These paths are widely perceived as stable and prestigious, leading to high enrolment numbers year after year. However, this concentration has also resulted in increased competition and limited job opportunities for graduates.

The Study Surveying campaign builds on this cultural context by highlighting the consequences of overcrowding in these fields. Through a series of films including “Psychologists,” “Lawyers,” and “Doctors,” it reflects familiar career choices back to the audience while introducing an alternative perspective grounded in real demand.

Positioning Surveying as a Practical Alternative

Surveying plays an essential role in infrastructure, land management, and territorial development, yet it remains underrepresented among students. The campaign avoids technical explanations and instead focuses on outcomes that matter to young people entering the workforce.

By presenting surveying as a field with consistent demand, stability, and clear career prospects, it reframes how the profession is perceived. This approach positions surveying as a considered and strategic option rather than a secondary choice.

Measured Impact Across the Country

The campaign quickly gained attention and sparked discussion around education trends and employment realities. Conversations extended beyond advertising into broader debates about how career decisions are influenced.

According to reported results, the campaign contributed to a 52% increase in student enrolment in surveying courses at universities across Argentina. This measurable shift highlights the effectiveness of addressing cultural habits with relevant data and context.

Using Cultural Insight to Drive Change

The strength of the Study Surveying campaign lies in its understanding of local behaviour and expectations. Rather than presenting an aspirational message, it engages directly with existing beliefs and introduces new considerations based on opportunity and demand.

This approach aligns with other film and video campaigns that use storytelling to explore real-world issues and influence perception. By connecting career decisions with tangible outcomes, the campaign demonstrates how creative work can contribute to meaningful change.

Credits
Agency: From
Co-founder & Director: Bruno Petcho
Co-founder & Chief Creative Officer: Chelo Waintraub
Creative Director: Rafael Castromán
Art Director: Martín Belasques
Operations Director: Joaquín Marqués
Account Director: Cecilia Mujica
Copywriters: Rodrigo Planel, Juan Sebastián Vallejo, Alejo Barrios
Designers: Simón Gauna López, Agustina Mantovani, Germán Cardozo
Digital Media Planner: Agustín Davies
Senior Media Executive: Marcel Puyol
Production Company: Pardelion Films
Director: Alfonso Guerrero
Executive Producers: Marcos Hecht, Alina Kaplan
Head of Production: Claudia Gallo
First Assistant Director: Carlos Hoffman
Art Director: Mariana Rivero
Director of Photography: Germán Nocella
Stylist: Dominique Soubervielle
Audio Production Company: Bigotes Música
Founder & CEO: Lucas Zapiola
Project Manager: Sofía Manetti Cusa
Voiceover: Ariel Pérez de María
Media Agency: Community
Director: Gabriel Ruffolo