Overview

The piece Porotos, created for Notable Uruguay and their client Armiño, presents its new App P'al Truco in a traditional Uruguayan pulpería, where four gauchos are preparing for a game of truco. With an atmosphere full of tension and tradition, the narrative and cinematography, inspired by western style, create a suspenseful setting. The twist comes when one of the gauchos, breaking tradition, pulls out his phone to write down the score, unexpectedly revealing the App P'al Truco.

Challenges & Approach

The main challenge was to capture the essence of an authentic pulpería, recreating the mood of the time and the cultural details of the gauchos. The choice of locations, casting, and art direction, along with cinematographic photography, helped create the right atmosphere to introduce the innovation of the App P'al Truco, while staying true to tradition.

The Result

The piece successfully went viral among Uruguayans, presenting the App P'al Truco from Armiño in a fun and engaging way. Through a visually appealing atmosphere and an unexpected twist, the campaign captured the public's attention, showing how technology can seamlessly join in without losing the traditional touch.