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My favorite piece from the Choco Lluvia launch
"Unofficial rules for tomorrow" — including rule #5: if someone stares at your cup with envy, we quote Messi's most famous World Cup line: "¿Qué mirá, bobo? Andá pa'llá."
Humor that only works if you know your audience. In a small town in Argentina, everybody got the joke — and that's the point: local brands should sound local.
Los argentinos ya se están riendo
Love this work
The Messi line as rule #5 is such a good call, that's exactly the kind of local humor that makes a launch feel like it belongs to its audience instead of a generic dessert ad. Was this rules format something Choco Lluvia had done before, or brand new for this launch?
Thank you so much, Maty!
That humor is 100% mine — it's my personal signature. I bring it into every flyer where clients give me creative freedom, because I believe people don't connect with generic ads, they connect with personality.
The "unofficial rules" format was brand new...
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