BUENOS AIRES, ARGENTINA — “Relief” created by Mercado McCann for TyC Sports (Argentinian TV broadcaster) for the Olympic Games seeks to reflect the effort and emotion of each athlete, and what it means to participate and obtain an achievement in the Olympic Games.
Juampi Lufrano, CCO of Mercado McCann, commented: “We always hear and know about the stories that tell the effort behind each athlete who participates in the Olympic Games. From him, from her, from their surroundings, from their families. It is something global, but also from Argentine, because here many athletes are amateurs. We wanted to reflect that, as a way to connect even more with each athlete, in their achievement of participating in something that we do not always understand how important it is.”
“We believe that one of the most beautiful attractions of the Olympic Games are the stories and with them the effort that is not seen. Every time an athlete progresses, we find that there was a story in that sense”, commented Nico Massimimo, CCO of the agency.
Advertiser: TyC Sports.
Agency: Mercado McCann
Creative General Direction: Juan Pablo Lufrano and Nicolas Massimino.
Creative Team: Gustavo Donaire, Valentina Díaz Salama, Santiago Narvajas.
Head of Art: Alejandro Isturiz.
Managing Director: Guchi Coste.
Account team: Lula Concistre, Belu Rodríguez, Agustín Castellanos, Sofía Iannuzzi.
Production Manager: Agustín Borgognoni.
Production: Santiago Lemme.
Production Company: Landia.
Director: Milton Kremer.
Executive Producer: Adrian Damario / Diego Dutil
Producer: Melina Nicocia
Director of Photography: Pablo Bernst
Art Director: Priscila Berman
Costumes: Julieta López Acosta
Editor: Nicolas Severino
Color correction: Alejandra Lescano
Post coordinator: Delfina Goyberg
Postproduction: Nicolas Severino
Sound system: Porta Estudio
Music Band: Northwest