We created a campaign for MSD Argentina rooted in a powerful local insight: the Argentine art of chamuyar, that unmistakable talent for talking your way out of anything. Instead of importing a global idea, we tapped into a cultural behavior every Argentine recognizes. “Chamuyadores” are a social archetype, people who always have the perfect excuse. That truth became our gateway to a serious message: when it comes to HPV-related cancers, not even the best excuse should stand in the way of vaccination. The films were brought to life by Argentine actors and an Argentine director to keep every detail culturally true.

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The campaign unfolded as a series of videos where chamuyadores confidently share their reasons for delaying vaccination. What starts as humor turns into reflection, revealing the real cost of postponing prevention. By turning a national trait into a mirror, the work connects without preaching and shows how a deeply local idea can drive real health impact.

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CW and SW: Jorge Gonzalez and Julia Antuerpem

CD: Diogo Barbosa and Jorge Gonzalez

Klick Health