Campaign Spotlight

Campaign Spotlight: ´Ex installments,´ Grey Argentina’s campaign for Itaú for Valentine’s Day

BUENOS AIRES, ARGENTINA – On a day where love reigns, you might find yourself paying the outstanding installments on your credit card for an ex-partner’s gift. This is why Itaú Bank, in partnership with Grey Argentina, has created “Ex installments” to take care of the remaining payments of the gift that at one time was bought with so much love.






From February 11th to 22nd, Banco Itaú clients, as well as clients from banks, will be able to compete to close a chapter in their lives and free themselves from the pending installments and live that special day differently. The campaign, produced in-house by Townhouse, is composed of four spots for Instagram and Twitter, directed by Diego Medvedocky and Tomás de las Heras.

“We love to continue thinking and generating, together with Itaú, actions that aim to solve the concrete and real problems of the bank’s clients. We feel that this action, although in this case it’s all tragicomic, continues to build from the same logic of Pension´s Delivery or even from the campaign where we returned the inflation rate: it is about recognizing the real financial situations of Itaú clients and offering them a hand to try to alleviate them,” declared Juan Ure, ECD of Grey Argentina.

To take part, those interested will be able to tell their story of their credit card pending installments in the most recent post of Itaú Argentina’s Instagram account feed. The three best will be chosen by a jury of senior marketing executives, and then submitted to a public vote. The winner will be announced on 25 February.

“People are the center of what we do, and this time we want to accompany them and get to know them a little better, through their stories, in which Banco Itaú is also a part,” said a representative of Itaú.

To learn more about the terms and conditions of the contest, go to:


Advertiser: Itaú Argentina
CMO: Carolina Belzunce
Digital Marketing Director: Mariano Pastore
Chief Communications Officer: Silvia Costa

Agency: Grey Argentina
President & CCO: Latam Diego Medvedocky
CEO: Denise Orman
Chief Creative Officers: Hernán Kritzer / Alejandro Devoto
ECDs: Gonzalo “Montaña” Fernandez / Juan Ure
Creative Directors: Matías Aguilu / Francisco Ibarrola
VP Business: Simón Dukart
Account Director: Facundo Ferrero
Account Supervisor: Victoria Soto
Social Media Manager: Luciana Patriarca
Planning: Romina Perrone / María Carreras
PR: Florencia Kessler
Agency Production Director: Pablo Molina
Production Manager: Silvana de los Rios
Production Company: Townhouse
Directors: Diego Medvedocky / Tomás de las Heras
Cinematographer: Julian Babino
Art Direction: Sol Lorenzetti
Producers: Luz Martin / Maximiliano Ibarra
Post-production: PostMedia
Edition: Sebastián Garri
Sound: Post-production Papamusic
Music: Papamusic
Casting: Victoria Raposo
Colorist: PostMedia – Marina Frigerio

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