INSIGHT

We are living in an era characterized by the massive dissemination of information and access to diverse knowledge. However, we also encounter a concerning phenomenon: the proliferation of denialists, individuals who choose to reject undeniable evidence based on subjective interpretations. These denialists may question realities such as the efficacy of vaccines, the shape of the Earth, and even the truthfulness of the moon landing.

This phenomenon has also manifested itself in seemingly more mundane areas, such as the culinary field.

Spice Deniers: Individuals who, whether out of pride, adherence to toxic masculinity norms, or other motivations, claim that they do not experience the characteristic burning sensation of spicy foods.

IDEA

However, the reality is undeniable. That's why we're going to put them to the test, to unmask them once and for all. Because even if they try to hide it, when you spice things up with some Xtra Flamin’ Hot, it's impossible to conceal. In this way, we will demonstrate that not everything can be denied in life, much less the xtra spicy effect of Xtra Flamin’ Hot.

CREDITS

Agency: ISLA Chief creative officers: Ariel Serkin & Rodrigo Grau Chief strategy officer: Mariano Serkin Executive creative directors: Mariano Gamba & Rodrigo Greco Creative Directors: Patricio Ramirez Isla & Nachez Jimenez. Managing Director: Vica Clucellas Grouper PM y Producer: Manu Sorzana Producer: Berenice Sotelo Productora: LANDIA. Director: Fran Colombatti Productor Ejecutivo: Adrián D'Amario \ Diego Dutil| Productora: Victoria Martin AD: Felipe Hoya Asistente Creativo: Ignacio Perez Elgorriaga Director de fotografía: Juan Maglione Jefe de Producción: Juan Escolar GRIP: Nestor Paradiso Utilero: Ariel Enriquez Coordinación de Post: Andrea Sarno Editor: Vane Ferrario Colorista: Ale Lescano VFX: Les Amateurs Casa Sound Mix: Papa Musica Música: Papa Music Locutor: Gonzalo Heras

KEY VISUAL

For the visual aspect, we've crafted a dual concept with a modern and subtle design.

Here, the image takes center stage while the text merely complements to enhance the overall experience.

DIFFERENT MEDIUMS,

DIFFERENT LANGUAGES.

We've developed one concept tailored for more conventional mediums like print and OOH, and another concept specifically tailored for social media platforms.

For the latter, we drew inspiration from the organic codes and languages of the internet.