Arnet, a company providing Internet-access services, in line with its positioning strategy presented a new ad campaign in March entitled Simon, which uses humor to showcase the vast possibilities offered by the Internet through a communications platform called Conectate.Lorenzo Bombicci, senior creative editor of Upstairs, told PRODU that the spot has a kind of humor characteristic of Argentine creativity. Its a good instrument for delivering messages easy to understand and appealing to everyone. Besides, humor is entertaining, he said.The production was directed by Augusto Gimenez Zapiola and created at the Santo agency by creative directors Pablo Minces, Maxi Anselmo and Lucas Panizza.Simon is about a young man staying at a science camp in the Puna, a desert in northern Argentina. He combines an altruistic attitude toward working for the future of the planet with a feeling of unease because hes so far away from his loved ones.At Upstairs we did the offline editing, and I must say that working with the creatives at Santo is a pleasure and at the same time a learning experience. Its an agency always looking for innovation, permanently pushing the envelope.View the campaign at {Simón en la Puna;www.simonenlapuna.com.ar} or at {Arnet;www.arnet.com.ar}.
