Santos Films and Anónimo breathe life into a very ballsy campaign for Ballantine’s
Director Fabián Arellano brings a cutting edge message to Ballantine's newest campaign.
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Director Fabián Arellano of this production powerhouse, and the creative team infused a highly dynamic visual style to a very unexpected and controversial message for the whisky brand.
In the Mexican market, not many brands like to be controversial and even less when the objective is to become a mass brand. It’s a gamble that not everyone would feel comfortable with, but, then again, the team behind this project are not the usual subjects. The production house is Santos Films. The agency behind the idea is Anónimo. Known for creating massive PR stunts and truly daring content for their brands, they tackled this project with a particular insight: use the negative stereotypes to redefine authenticity.
Credits
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- Production Company Santos Films
- Director Fabian Arellano
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Credits
View on- Production Company Santos Films
- Director Fabian Arellano
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Credits
powered by- Production Company Santos Films
- Director Fabian Arellano
The brand invites young people to redefine typical insults like “pendejo” (idiot for not cheating) or “fácil” (easy girl) and to embody them proudly by changing their meaning. These words could now be used as symbols of positive values representing fidelity and sexual freedom among them. Angel Ruíz ‘Cheché’ and Jorge Mendez ‘Cometa’ are some of the talented creatives behind this strong concept.
“To really captivate the attention of the young generations, you have to deliver this kind of positive messages hidden in a ballsy, aggressive and unexpected package; that way they can really feel empowered by it”, says Fabián Arellano, the new signing of Santos Films. The project is a mixture of formats, dynamic lighting, provoking imagery and dark overtone to underline the brand statement in an attractive way. This is his first campaign since joining the company less than two months ago, and he is looking to bring his distinctive style to create more disruptive content for a market which is flooded by traditional and safe brand messages.
