1. FURIA WORLD - ARGENTINAORTIZ DE OCAMPO 330 2 EDIFICIO 3 PISO
2 OFICINA 11 Y 12 C1425DFE, B UENOS AIRE S, ARGENTIN A TEL +54 11
4806 8880 / 0993 4804 4777 / 506 0 FURIAW ORLD.COM PORTFOLIO FOLLOW
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2. GUILLERMO TRAGANTPresident & Creative DirectorFounded
Furia in 2007 with the objective of innovate andbring a fresh
modern approach to advertising.Before that he was Creative Director
at Lapiz, Leo BurnettsHispanic Division in Chicago, Regional
Creative Director forCoca-Cola at McCann Erikson in Central America
and ArtDirector at La Comunidad in Miami. He also worked as anArt
Director in Agulla & Baccetti in Argentina and has a
solidinternational career as an Art Director and Creative
Consul-tant for companies like Nickelodeon, MTV Networks,
KennethCole, Rolling Stone magazine and Shakira, among
others.Guillermo worked as graphic artist at Fabrica, the
commu-nication laboratory created by Benetton and directed by
thefamous photographer Olivero Toscani, in Italy. He was alsothe
Creative Editor at Colors magazine.His work has been published in
numerous books, won awardsworldwide, and has been nominated for the
MTV Awards andthe Latin Grammy Awards. He is also editor of Angel,
anindependent project that focuses on design and social
trends.Guillermo Tragant has a degree in Advertising at
Universidaddel Salvador and postgraduates in Design and Marketing
atLousiana State University, and now teaches at Universidaddel
Salvador and the Miami Ad School.
3. LUIS BRUSCOManaging DirectorLuis works in the advertising
and marketing business since1983, when he started his career at the
agency Medios &Espacios. Later on he add experience in other
agencies likeColonnese Lintas and one of his big achievements was
tobe founder and partner of Agulla & Baccetti, were he
wasGeneral Manager. Years later he became Managing Direc-tor and
President of Lowe Argentina and Lowe/Draft FCBBuenos Aires. Founded
and was Vicepresident of the mediaagency Brand Connection until
2006. In 2010 he joined Furiaas Managing Director.Luis Brusco has a
degree in Advertising at Universidad delSalvador and he has an MBA
IAE from Universidad Austral.
4. Nike /Sportswear
5. In 2008 Furia helped Nike to launch their Sportswearline in
Argentina, Chile and Uruguay. Furia createdan independent campaign
part of a global effort topromote a sportless related line during
the Olimpics. The concept of the 360 campaign was Designed for
sport Remastered for life. The agency helped select opinion leaders
among artist, singers, actors, athletes, models and designers. The
strategic idea was that getting dressed was a sport by itself. A
sport in which we compete against every- body else in the street. A
selection of the most trendy people in the city was cho- sen and
featured in ads, videos, OOH and postcards. The campaign was
largely cover by the press and included a wide range of activations
from print, TV, guerrilla, graphics, merchandising, special events,
pop up store, installations, product customization, viral campaign,
web feed, press and community managment.
7. This is Sportswear 30 TV spot - Brenda Aznicar, actress.
This is Sportswear 30 TV spot - Luciana Aymar, hockey player. This
is Sportswear 30 TV spot - Dante Spinetta, musician. This is
Sportswear 30 TV spot - Nazareno Casero, actor.
8. Limited edition customized shoes.
9. Sticker collection.
10. Custom By Gravinese 30 TV spot. Custom By Gravinese 5
documentary for the web. A dog cruise the night in the city
sporting a pair of Nike Dunks. About artist Diego Gravinese
customizing Nike Air Force 1.
11. Avatar Design. Customers could visit nikesportswear.com and
create Custom content on the web, people could design their own
Dunks their own avatar, and then download to their phone or msn
application. or Air Force 1 and the online community of Sneaker
Freakers voted for the best pair every week, and the best one got a
pair of new shoes.
12. PR event at Buenos Aires Fashion Week, a dodge ball
competition was held among models, OLS and visitors. Every player
got their own commemorative t-shirt. Celebrity appearances and
13. Preliminary sketch. Slide shoe installation.
14. Pop up store and Chinatown launch block party.
15. Nike Store Palermo Soho, Buenos Aires.
16. Levis /MuECO
17. MuECO was a garment. MuECO is now a toy.MuECO is a friend
of you and the world. MuECO is a sustainable design project created
by Furia for Levis with the sponsorship of the Metropolitan Design
Coun- cil of Buenos Aires, with the objective of integrating com-
mercial brands, new designers and consumers, interested in everyday
products with eco sensitivity. MuECO is a sustainable toy made with
discards and used fabrics, damage products, second hand garment,
labels and over stock items. The initiative was part of the Levis
ECO line efforts and in- cluded retail space workshops with
consumers, designers and celebrities, press and web videos. As a
result Levis spreaded the culture of recycling among young people,
and in the first workshop 600 to ys were made recycling 350 Kg of
18. Toy Collection.
19. People creating their toy at mall workshop.
20. Online communication for the event. Seamstresses were
available to com- plete toy details. The final results were later
exhibited at the store windows.
21. Nike Plus /Bs. As.Chicago8979K
22. The Nike Plus system is an innovative technologythat
provides runners with an accurate informationabout the running
performance. It allows to createan online training plan and connect
with a worldwide community of runners. To prommote the sales of
Nike Plus, Furia came up with a marketing concept, a big idea: Why
dont we change an individual sport like running into a social
sport. Lets run in teams, lets race together. And add miles
together to a common goal. The objective was to cover the distance
between Buenos Aires and Chicago, a race of 8979 K. The team, 15
runners. How? Adding miles with Nike Plus. The prize: the winning
team leader gets to run the Chicago Marathon. The 360 campaign was
built around Facebook platform and included OOH, print, TV,
guerrilla, t-shirt graphics, merchan- dising, virals and PR. 30
running teams completed the challenge and 230 Nike Plus sets were
sold in the first two weeks of the competition.
23. Facebook applications were designed to engage the runners.
With the Running Calculator you could compare distances between two
points and then get how many of those you need to get to Chicago.
Example: Its takes 2300 times from your house to your girlfriends
office to get to Chicago. The Map Calculator help you visualize
every week where your team is and where your competitors are: Gee,
we are already in Machu Pichu!.
24. Facebook community. Daily performance by team.
25. Subway - 30 TV spot Taxi - 30 TV spot A man runs into the
subway in Buenos Aires and gets out in Chicago. A group of 15
runners runs through the city in Buenos Aires, a taxi pass by
revealing only one runner in Chicago.
26. Teams, winner at Chigago Marathon and winners
27. SUSTAINABLECiel /Eco-flex
28. On 2010 Ciel reduced in 35 % the amount of plasticin their
bottles, this new PET bottle with less materialdensity was named
Ecoflex. SUSTAINABLE With the objective of educate the consumers
into the world of sutainability and communicate the brand novelty
packaging. Furia developed a campaign strategy and 360 elements
under the umbrella of the Dale la Vuelta concept. The range include
OOH, TV, web and print designed by artists illustrating in their
own language the idea of recycling. We wanted to refresh the
approach to the classic message of dont waste recycle. With a
positive message and an engaging campaign Ciel was able to gain eco
credibility and aquire a property for the brand. The launch was
followed by a series of installations of animal sculptures
constructed with recycled Ciel plastic bottles, and a line of
everyday objects made out of recycle pet is on the make.
29. SUSTAINABLE TV spot and graphics to educate consumers into
recycle the new Ciel bottle.
30. SUSTAINABLE Print & OOH messages, merchandising and
33. SUSTAINABLE In order to make consumers visualize how many
plastic was save by the new Ciel bottle, animal sculptures were
installed in public spaces and Walmart supermarkets. This horse for
example, is made out of 3.000 Ciel PET bottles, which is how many
PET is saved in Mexico City in five minutes, just because we are
using this new less dense plastic bottle. After this Ciel started a
recycle program in schools and universities with PET sculpture.
Contexts to engage young people into recycling.
34. Levis /By Furia
35. Levis invited Furia to create a limited editiondesigner
collection. The theme was western meets color, using the Buffalo as
icon of the collection creating camouflage patterns and mix and
match of fabrics with custom graphics. The collection had jeans,
jackets, shirts, hoodies, t-shirts, bags, hats, ties and
accesories. Communication for the line included store retail,
press, fashion show, windows, an instore launch event party and P
.R. This collaboration effort went beyond this inittial line and
was followed by a second Levis by Furia collection sold in stores
in Brasil and Mexico markets, graphics for Levi s Premium, ECO and
Seasonal lines, and art direction for several fashion shows at
Buenos Aires fashion week.
36. Animal mannequins, in store displays and window
37. Look book & furniture design.
38. EDGYNike /Black Pack
39. There is a dark place inside of all of us. A secretbeing
kept. Black is everything. Black is nothing.Elegant, sexy,
powerful, classic, modern, sleek. Blackis a secret. Black is
Sportswear. Black Pack is Nike Sportswear colletcion completely
designed with color black as theme. The objective was to influence
the influencers. Notorius Nike athletes were selected to be the
face of the campaign, Luciana Aymar (world number one field hockey
player), Sergio Kun Agero (soccer player of Atltico Madrid), Carla
Rebecci (hockey player), Juan Mar- tn Hernandez and Gonzalo Tiesi
(rugby players). Under the concept Black is a Secret, the agency
created a 360 campaign that included a variety of pieces approached
in an innovative way and with high end art direction. The main
piece of communication was a secret limited edition art EDGY book,
that was distributed among opinion leaders. Each chapter portrait a
secret black fantasy of each athlete. Black is fantasy, black is
wild, black is power, black is rebel, black is magic. The campaign
also run print, OOH, retail, merchandising, ipad application, and
an exclusive secret black party in Punta del Este, Uruguay.
46. EDGY iPad application and merchandising.
47. EDGY Nike retail display and Kun Ageros personal
49. Bully /Cashmere
50. Concept, naming, brand identity and commercialstrategy for
luxury brand Bully. Bullys core product is cashmere, the brand also
embraces a wide universe of luxury products. Famous male model /
actor Ivn de Pineda, Mara Montalembert and Lolo Tanoira are the
founders and visionaires behind this new brand. Our service for the
brand included design, catalog art direc- tion, website design,
direct marketing, showroom concept, art buying, packaging,
labeling, casting and retail ideas. www.thisisbully.net
51. Lolo Tanoira, Ivn De Pineda & Mara Montalembert, Bully
55. 125 years ago the Coca-Cola brand was born.A global
cultural event. The 125 reasons to believe in a better world is the
product of a two year global research that discovered that every
day there are actually more good things happening than bad things.
Coke commisioned Furia to develop an iconic book that is the
testimony of all this research and base for its new global
campaign. With this goal in mind Furia curated a long list of
international artists, photographers, illustrators and asked them
to illus- trate each of this 125 statistics reasons. The content of
the book is coming out in diferent formats: hard cover, inserts,
ipad application, print, posters, OOH, packaging, and docu- mentary
videos that tells the making of the project.
56. 77Todos somos Iguales.
57. 11 En las prximas dcadas se prolongar la expectativa de
vida.Esto significa que ms nios podrn conocer a sus abuelos y
disfrutar ms tiempo con ellos.
58. 66En el mundo, hay ms maestros que soldados en actividad.
Soldados Activos: 14,264,852 Maestros Activos: 27,920,000
59. 113A principios del siglo XX eran muy pocas las mujeres que
accedan a estudios universitarios. Hoy conforman la mayora de los
60. Limited edition packaging and graphics.
61. Media event in DF Mexico City. ,
62. 125 Reasons book Making off - 5 documentary about the
process, interviews, production and curating of the book.
63. Milo - 60 spot. Follow your bliss - 60 spot. Artist Milo
Lockett reveals his ideas behind the making of the cover of the
book. Garth Poorman tells the story about his journey through
America in the search of hospitality. Jeremyville - 60 spot.
Mengano - 60 spot. Interview with artist Jeremy Ville about his
creative process and point Argentinean superhero shares his story
of being a regular guy of view about the 125 Reasons campaign.
protecting community in hero custom.
64. Digital version of the book. For download visit:
65. ORTIZ DE OCAMPO 3302 EDIFICIO 3 PISO 2 OFICINA 11 Y 12
C1425DFE, BUENOS AIRES, ARGENTINA TEL +54 11 4806 8880 / 0993 4804
4777 / 5060 FURIAWORLD.COM FOLLOW US ON: TWITTER.COM/FURIAWORLD