The context:Norte Beer is northern Argentina’s traditional brand of beer.Because of the arrival of sexier, imported brands onto the market, our challenge was to modernise Norte’s image.The problem:Technological advances and social networks have exposed our lives for the entire world to see, putting our reputations at risk. Especially at bars and clubs.The solution:Norte Photoblocker, a beer cooler that in addition to keeping your beer ice-cold, detects camera and cell phone flashes. Photoblocker instantly shines back a strong flash, ruining the photo and keeping people safe from cameras and subsequent social network tagging.

We installed NORTE PHOTOBLOCKERS in the main bars and clubs of northern Argentina.

We transformed tables and booths into a form of media where people could have a good time without the threat of people finding out via social networks.

The first stage of the campaign was launched on TV, the Web, and Outdoor. The second stage was enjoying the experience in bars and clubs.

More than 50,000 people participated in the experience in bars and clubs.Norte PHOTOBLOCKER became a trending topic in the region, and Norte replaced foreign beer brands in “top of mind” and “intent to buy” categories.

Norte PHOTOBLOCKER was selected as 2012’s Invention of the Year in the most important men’s magazine in Argentina.With Norte PHOTOBLOCKER, what happens in the club, stays in the club.