PHILCO - MOTOSIERRA Y LICUADORA (Chainsaw & Blender)

Medals Won

• 🥈 SILVER – Best Copywriting
• 🥈 SILVER – Campaign Under 250k

Campaign Overview

In a politically charged Argentina, Philco, a well-known brand of household appliances, capitalized on the polarized conversation surrounding the election of President Javier Milei. Symbolized by the chainsaw (a representation of drastic economic reforms) and the blender (a metaphor for the devaluation of salaries), these objects became the focal points of national discourse.

Philco’s Chainsaw and Blender campaign strategically turned this cultural phenomenon into a bold and ironic promotion: “Buy a chainsaw, get a blender.” The campaign aimed to engage audiences on both sides of the political divide while promoting Philco’s product portfolio in a light-hearted and highly contextual way.

Creative Concept

Philco’s campaign embraced Argentina’s heated sociopolitical climate with a sharp, satirical approach:

• Contextual Relevance: Leveraged two iconic symbols of political discourse to place Philco at the center of the conversation.
• Bold and Minimalistic Design: Featured large, clear typography and imagery of the chainsaw and blender to deliver an immediate, impactful message.
• Milei’s Catchphrase: Used “I mean, let’s say,” a phrase popularized by President Milei, as a punchline to tie the campaign directly to the zeitgeist.
• Cross-Platform Integration: Deployed through public road banners, digital ads, and the Philco online store.

Execution Strategy

1. Dual Appeal: Spoke equally to both supporters and critics of the new president, ensuring widespread resonance.
2. Low-Budget, High-Impact: Focused on two communication pieces (roadside banners and digital ads) to maximize visibility while minimizing costs.
3. Real-Time Relevance: Launched during Milei’s early presidency, capturing the national mood of curiosity, frustration, and anticipation.

Impact and Results

The campaign delivered extraordinary results:

• 40% increase in new user traffic to Philco’s e-commerce platform, Tienda Newsan.
• Became the most viral campaign of the year in Argentina.
• 12.5M total views, 314K likes, and 12.4K comments, far exceeding typical engagement for low-budget campaigns.
• Featured in 319 organic publications, including posts by President Milei and his spokesperson.

Why It Worked

Philco – Chainsaw and Blender masterfully blended cultural insight with humor, creating a campaign that resonated across Argentina’s polarized society. By leveraging current events, bold creativity, and minimal resources, Philco achieved unprecedented visibility and engagement, solidifying its relevance in a highly competitive market.