This Stella Artois campaign uses data-driven art analysis to link historic paintings to the brand’s legacy — Clapboard's Global Ad Archive.
Calmentaries - Glaciar | Clapboard Ad Archive
Calmentaries by Glaciar, created by Ponce agency in 2019, stands as a pioneering audio campaign within Argentina’s non-alcoholic drinks category that directly addresses a critical health issue linked to the nation’s most fervent football rivalry during the Libertadores de América superfinal between Boca Juniors and River Plate. Recognizing that the emotional intensity of such high-stakes sporting moments triples the risk of heart attacks among vulnerable fans, Glaciar partnered with the Argentine Society of Cardiology to deliver a radio broadcast that redefined sports commentary as a tool for health preservation. Rather than adopting the conventional high-energy, adrenaline-pumping style typical of football coverage, Calmentaries introduced a calm and measured commentator whose voice was carefully modulated to reduce stress and anxiety. Complementing this approach, a positive play-by-play commentator maintained engagement and optimism, while a cardiologist provided practical, real-time heart health advice to listeners. This innovative format was underscored by a soothing Zen music backdrop, crafting an audio environment designed to keep hearts steady without sacrificing the excitement of the match. Glaciar’s low sodium water was seamlessly positioned as a supportive ally in this health-conscious narrative, embodying a brand that prioritizes the wellbeing of Argentine consumers during moments of heightened emotional strain. By framing the campaign within Clapboard’s FORMAT#2 SHOW THE PROBLEM—highlighting the increased cardiovascular risk posed by intense sports events and offering a unique audio solution—Glaciar leveraged storytelling to align product benefits with genuine consumer needs. Executed entirely in Spanish for cultural authenticity, the campaign demonstrated how non-alcoholic beverage brands can transcend traditional product promotion to engage audiences in meaningful health dialogues. Clapboard rates this campaign 63/100. Calmentaries matters because it reveals how brands in the food and drink sector can innovate within audio storytelling to fuse entertainment with public health messaging, setting a precedent for responsible marketing during emotionally charged national events.
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