Client: Bimbo LATAM
Agency: GUT Madrid + GUT Buenos Aires
CCO: Joaco Cubría, Matías Lafalla, Ramiro Rodríguez Cohen, Joaquín Campins, Christian Rosli
ECD: Diego Fernández Posada
Creative Directors:  Alvaro Palma, Agustín Fernández Madero, Gonzalo Nahuel Palma
Creative Team: Vic Sintes, José Luis Albazán, Rodrigo Alonso Gutiérrez Rosas, Lucas Colombo
Head of design: Rosario Muñoz
Head of art: Julián Montesano
Design lead: Antonella Fossati
Designer: Paloma D'Urbano
Producer: Clara Gómez Suaiter
Production Company: PRIMO
Director: Luis Aguer
Photographer: Lucila Blumencweig

BACKGROUND
This project was a regional pitch to win the Bimbo account in Latin America, in which the Gut offices in Madrid and Buenos Aires participated. The brief was to create a new brand platform, a concept, and various creative executions for their product Rapiditas: wheat tortillas that can be used to make a variety of dishes.

IDEA
The idea starts from a simple premise: just as there’s the legend of the person who turned everything they touched into gold, why not tell the story of someone who turned everything they touched into… broken?

So, we won the pitch with the concept “Any Hand Can". This concept highlights the product’s two main qualities: simplicity and versatility, allowing people to cook all kinds of meals. The campaign conveys that minimal cooking skills are not a barrier. With Rapiditas, anyone can turn yesterday’s leftovers or whatever vegetables they have in the fridge into something delicious.

REACH
"Any Hand Can" will have a presence on TV, radio, out-of-home, print, digital media, and social media, reaching Argentina, Chile, Peru, Paraguay, and Uruguay.

 

TV Commercial

Prints