Exquisita is the most traditional sponge cake mix brand in Argentina. Some years ago we decided to take it out from birthday parties to use it daily and more frequently. That is how “Saturday Afternoon” was born, a tag line including all the values that we want Exquisita to relate to: sharing, innocence, childhood, happiness, indulgency, etc. In the case of this commercial, we found it great to look for a partner: the mate, a typically Argentinean and Uruguayan infusion that, unlike tea or coffee, is shared by people around a circle. And, considering that the relationship with Uruguay was not at its best due to an environmental issue, we put some sponge cakes in the oven, we boarded some ships and we crossed the river to spend together a “Saturday afternoon with mate and sponge cakes.”