JWT Buenos Aires for Mercado Magazine – The World is a Hard Place to Understand

Mercado Magazine is a magazine that analyses political and economic information and helps people understand the reasons and consequences of the events that take place on our planet, and how these affect the business world. Under the concept of: “The world is a hard place to understand”, the campaign emerges from a universal truth and as from its executions, bases itself on current market issues.

“The largest trade partner of the European Union is now another country.”

“The world’s sixt large economy is another country.”

“The top weapon importer is now another country.”


This 3D outdoor medium is a monument that changes dramatically according to the angle it is viewed from. Demonstrating the more angles you have, the deeper the analysis of that reality will be. And the passerby lived that experience with a sculpture that made them wonder how hard it is to understand a world in permanent change.

Advertising Agency: JWT, Buenos Aires
Chief Creative Officer: Gonzalo Vecino, Pablo Alvarez Travieso
Executive Creative Director: Gonzalo Vecino, Pablo Alvarez Travieso
Creative Director: Ariel Abadi
Art Director: Fernando Zagales
Copywriter: Juan Mesz
Account Supervisor: Carlos Nesci
Account Manager: Eliana Garcia
Producer: Fabián Catanese
Production: Buenamano Realizaciones
Ilustrator: Estilo 3D
Year: 2012


2 Comments on “JWT Buenos Aires for Mercado Magazine – The World is a Hard Place to Understand”

  1. Business Magazine Compares Angela Merkel To Hitler In New Ad Campaign | cumulusreport.com / nimbusreport.com says:

    […] JWT Buenos Aires has created marketing campaigns for Mercado in the past and made this ad series as well. […]

  2. Anúncios para revista Mercado mostram que o mundo é um lugar difícil de entender | blogdakado says:

    […] https://thisisnotadvertising.wordpress.com/2012/05/28/jwt-buenos-aires-for-mercado-magazine-the-world… […]

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