Furia World is an advertising agency located in Buenos Aires, Argentina. It was founded in 2007 by Guillermo Tragant, who has over 20 years of experience working in creative roles at agencies in Argentina, Chicago, Central America, and Miami. The agency also has Luis Brusco as Managing Director, who has over 30 years of experience in advertising and marketing. Some of Furia World's clients include Nike, Levi's, Coca-Cola, and Bully Cashmere. The document provides examples of campaigns the agency created for these clients across various industries and markets.

1. FURIA WORLD - ARGENTINA
ORTIZ DE OCAMPO 330 2 · EDIFICIO 3 PISO 2 OFICINA 11 Y 12
C1425DFE, B UENOS AIRE S, ARGENTIN A
TEL +54 11 4806 8880 / 0993 ·
4804 4777 / 506 0
FURIAW ORLD.COM
PORTFOLIO
FOLLOW US ON :
TWITTER.COM/FURIAW ORLD
FACEBOOK.COM/FURIAW ORLD

4. GUILLERMO TRAGANT
President & Creative Director
Founded Furia in 2007 with the objective of innovate and
bring a fresh modern approach to advertising.
Before that he was Creative Director at Lapiz, Leo Burnett’s
Hispanic Division in Chicago, Regional Creative Director for
Coca-Cola at McCann Erikson in Central America and Art
Director at La Comunidad in Miami. He also worked as an
Art Director in Agulla & Baccetti in Argentina and has a solid
international career as an Art Director and Creative Consul-
tant for companies like Nickelodeon, MTV Networks, Kenneth
Cole, Rolling Stone magazine and Shakira, among others.
Guillermo worked as graphic artist at Fabrica, the commu-
nication laboratory created by Benetton and directed by the
famous photographer Olivero Toscani, in Italy. He was also
the Creative Editor at Colors magazine.
His work has been published in numerous books, won awards
worldwide, and has been nominated for the MTV Awards and
the Latin Grammy Awards. He is also editor of Angel, an
independent project that focuses on design and social trends.
Guillermo Tragant has a degree in Advertising at Universidad
del Salvador and postgraduates in Design and Marketing at
Lousiana State University, and now teaches at Universidad
del Salvador and the Miami Ad School.

6. LUIS BRUSCO
Managing Director
Luis works in the advertising and marketing business since
1983, when he started his career at the agency Medios &
Espacios. Later on he add experience in other agencies like
Colonnese Lintas and one of his big achievements was to
be founder and partner of Agulla & Baccetti, were he was
General Manager. Years later he became Managing Direc-
tor and President of Lowe Argentina and Lowe/Draft FCB
Buenos Aires. Founded and was Vicepresident of the media
agency Brand Connection until 2006. In 2010 he joined Furia
as Managing Director.
Luis Brusco has a degree in Advertising at Universidad del
Salvador and he has an MBA IAE from Universidad Austral.

8. Nike /
Sportswear

9. In 2008 Furia helped Nike to launch their Sportswear
line in Argentina, Chile and Uruguay. Furia created
an independent campaign part of a global effort to
promote a sportless related line during the Olimpics.
The concept of the 360º campaign was “Designed for sport
Remastered for life”. The agency helped select opinion
leaders among artist, singers, actors, athletes, models and
designers. The strategic idea was that getting dressed was
a sport by itself. A sport in which we compete against every-
body else in the street.
A selection of the most trendy people in the city was cho-
sen and featured in ads, videos, OOH and postcards. The
campaign was largely cover by the press and included a
wide range of activations from print, TV, guerrilla, graphics,
merchandising, special events, pop up store, installations,
product customization, viral campaign, web feed, press and
community managment.

11. · Wildposting.

12. · “This is Sportswear” 30” TV spot - Brenda Aznicar, actress. · “This is Sportswear” 30” TV spot - Luciana Aymar, hockey player.
· “This is Sportswear” 30” TV spot - Dante Spinetta, musician. · “This is Sportswear” 30” TV spot - Nazareno Casero, actor.

13. · Limited edition customized shoes.

14. · Sticker collection.

15. · “Custom By Gravinese” 30” TV spot. · “Custom By Gravinese” 5’ documentary for the web.
A dog cruise the night in the city sporting a pair of Nike Dunks. About artist Diego Gravinese customizing Nike Air Force 1.

16. · Avatar Design. Customers could visit nikesportswear.com and create · Custom content on the web, people could design their own Dunks
their own avatar, and then download to their phone or msn application. or Air Force 1 and the online community of Sneaker Freakers voted
for the best pair every week, and the best one got a pair of new shoes.

17. · PR event at Buenos Aires Fashion Week, a dodge ball competition
was held among models, OLS and visitors. Every player got their own
commemorative t-shirt. Celebrity appearances and poster signing.

20. · Preliminary sketch. · Slide shoe installation.

21. · Pop up store and Chinatown launch block party.

22. · Nike Store Palermo Soho, Buenos Aires.

23. Levi’s /
MuñECO

24. MuñECO was a garment. MuñECO is now a toy.
MuñECO is a friend of you and the world.
MuñECO is a sustainable design project created by Furia for
Levi’s with the sponsorship of the Metropolitan Design Coun-
cil of Buenos Aires, with the objective of integrating com-
mercial brands, new designers and consumers, interested in
everyday products with eco sensitivity.
MuñECO is a sustainable toy made with discards and used
fabrics, damage products, second hand garment, labels and
over stock items.
The initiative was part of the Levi’s ECO line efforts and in-
cluded retail space workshops with consumers, designers
and celebrities, press and web videos. As a result Levi’s
spreaded the culture of recycling among young people, and
in the first workshop 600 to ys were made recycling 350 Kg
of post-consumer fabric.

26. · Toy Collection.

27. · People creating their toy at mall workshop.

28. · Online communication for the event.
Seamstresses were available to com-
plete toy details. The final results were
later exhibited at the store windows.

29. Nike Plus /
Bs. As.
Chicago
8979K

30. The Nike Plus system is an innovative technology
that provides runners with an accurate information
about the running performance. It allows to create
an online training plan and connect with a world
wide community of runners.
To prommote the sales of Nike Plus, Furia came up with a
marketing concept, a big idea: “Why don’t we change an
individual sport like running into a social sport.” Let’s run
in teams, let’s race together. And add miles together to a
common goal.
The objective was to cover the distance between Buenos
Aires and Chicago, a race of 8979 K. The team, 15 runners.
How? Adding miles with Nike Plus. The prize: the winning
team leader gets to run the Chicago Marathon.
The 360º campaign was built around Facebook platform and
included OOH, print, TV, guerrilla, t-shirt graphics, merchan-
dising, virals and PR.
30 running teams completed the challenge and 230 Nike Plus
sets were sold in the first two weeks of the competition.

31. · Facebook applications were designed to engage the runners. With
the Running Calculator you could compare distances between two
points and then get how many of those you need to get to Chicago.
Example: It’s takes 2300 times from your house to your girlfriend’s
office to get to Chicago.” The Map Calculator help you visualize
every week where your team is and where your competitors are:
“Gee, we are already in Machu Pichu!”.

32. · Facebook community. · Daily performance by team.

33. · “Subway” - 30” TV spot · “Taxi” - 30” TV spot
A man runs into the subway in Buenos Aires and gets out in Chicago. A group of 15 runners runs through the city in Buenos Aires, a taxi
pass by revealing only one runner in Chicago.

36. · Teams, winner at Chigago Marathon and winners advertising.

38. SUSTAINABLE
Ciel /
Eco-flex

39. On 2010 Ciel reduced in 35 % the amount of plastic
in their bottles, this new PET bottle with less material
density was named Ecoflex.
SUSTAINABLE
With the objective of educate the consumers into the world of
sutainability and communicate the brand novelty packaging.
Furia developed a campaign strategy and 360º elements
under the umbrella of the “Dale la Vuelta” concept. The
range include OOH, TV, web and print designed by artists
illustrating in their own language the idea of recycling. We
wanted to refresh the approach to the classic message of
“don’t waste recycle.”
With a positive message and an engaging campaign Ciel was
able to gain eco credibility and aquire a property for the
brand. The launch was followed by a series of installations
of animal sculptures constructed with recycled Ciel plastic
bottles, and a line of everyday objects made out of recycle
pet is on the make.

40. SUSTAINABLE
· TV spot and graphics to educate consumers into recycle
the new Ciel bottle.

41. SUSTAINABLE
· Print & OOH messages, merchandising and special packaging.

42. SUSTAINABLE

43. SUSTAINABLE

44. SUSTAINABLE
· In order to make consumers visualize how many plastic was save by
the new Ciel bottle, animal sculptures were installed in public spaces
and Walmart supermarkets. This horse for example, is made out of
3.000 Ciel PET bottles, which is how many PET is saved in Mexico City
in five minutes, just because we are using this new less dense plastic
bottle. After this Ciel started a recycle program in schools and universities
with PET sculpture. Contexts to engage young people into recycling.

45. Levi’s /
By Furia

46. Levi’s invited Furia to create a limited edition
designer collection.
The theme was western meets color, using the Buffalo as icon
of the collection creating camouflage patterns and mix and
match of fabrics with custom graphics.
The collection had jeans, jackets, shirts, hoodies, t-shirts,
bags, hats, ties and accesories. Communication for the line
included store retail, press, fashion show, windows, an instore
launch event party and P .R.
This collaboration effort went beyond this inittial line and was
followed by a second Levi’s by Furia collection sold in stores
in Brasil and Mexico markets, graphics for Levi’ s Premium,
ECO and Seasonal lines, and art direction for several fashion
shows at Buenos Aires fashion week.

49. · Animal mannequins, in store displays and window design.

52. · Look book & furniture design.

54. EDGY
Nike /
Black Pack

55. “There is a dark place inside of all of us. A secret
being kept. Black is everything. Black is nothing.
Elegant, sexy, powerful, classic, modern, sleek. Black
is a secret. Black is Sportswear”.
Black Pack is Nike Sportswear colletcion completely designed
with color black as theme. The objective was to influence the
influencers. Notorius Nike athletes were selected to be the
face of the campaign, Luciana Aymar (world number one
field hockey player), Sergio Kun Agüero (soccer player of
Atlético Madrid), Carla Rebecci (hockey player), Juan Mar-
tín Hernandez and Gonzalo Tiesi (rugby players).
Under the concept “Black is a Secret”, the agency created a
360º campaign that included a variety of pieces approached
in an innovative way and with high end art direction. The main
piece of communication was a secret limited edition art
EDGY
book, that was distributed among opinion leaders. Each
chapter portrait a secret black fantasy of each athlete.
Black is fantasy, black is wild, black is power, black is rebel,
black is magic.
The campaign also run print, OOH, retail, merchandising,
ipad application, and an exclusive secret black party in Punta
del Este, Uruguay.

56. EDGY

57. EDGY

58. EDGY

59. EDGY

60. EDGY

61. EDGY

62. EDGY
· iPad application and merchandising.

63. EDGY
· Nike retail display and Kun Agüero’s personal Twitter.

64. EDGY

65. Bully /
Cashmere

66. Concept, naming, brand identity and commercial
strategy for luxury brand Bully.
Bully’s core product is cashmere, the brand also embraces a
wide universe of luxury products. Famous male model / actor
Iván de Pineda, María Montalembert and Lolo Tanoira are the
founders and visionaires behind this new brand.
Our service for the brand included design, catalog art direc-
tion, website design, direct marketing, showroom concept, art
buying, packaging, labeling, casting and retail ideas.
www.thisisbully.net

69. · Lolo Tanoira, Iván De Pineda & María Montalembert, Bully owners.

70. · Website design & online catalog. · Content feed & community management.

72. · Bully boutique, Buenos Aires, Argentina.

76. Coca-Cola /
Iconic
Campaign

77. 125 years ago the Coca-Cola brand was born.
A global cultural event.
“The 125 reasons to believe in a better world” is the product
of a two year global research that discovered that every day
there are actually more good things happening than bad
things. Coke commisioned Furia to develop an iconic book
that is the testimony of all this research and base for its
new global campaign.
With this goal in mind Furia curated a long list of international
artists, photographers, illustrators and asked them to illus-
trate each of this 125 statistics reasons. The content of the
book is coming out in diferent formats: hard cover, inserts,
ipad application, print, posters, OOH, packaging, and docu-
mentary videos that tells the making of the project.

81. 77
“Todos somos Iguales”.

82. 11
“En las próximas décadas se
prolongará la expectativa de vida.
Esto significa que más niños podrán
conocer a sus abuelos y disfrutar
más tiempo con ellos”.

86. 66
“En el mundo, hay más maestros
que soldados en actividad”.
Soldados Activos: 14,264,852
Maestros Activos: 27,920,000

87. 113
“A principios del siglo XX eran muy
pocas las mujeres que accedían
a estudios universitarios.
Hoy conforman la mayoría
de los graduados”.

88. · Limited edition packaging and graphics.

90. · Media event in DF Mexico City.
,

91. · “125 Reasons book Making off” - 5’ documentary about the
process, interviews, production and curating of the book.

92. · “Milo” - 60” spot. · “Follow your bliss” - 60” spot.
Artist Milo Lockett reveals his ideas behind the making of the cover of the book. Garth Poorman tells the story about his journey through America in
the search of hospitality.
· “Jeremyville” - 60” spot. · “Mengano” - 60” spot.
Interview with artist Jeremy Ville about his creative process and point Argentinean superhero shares his story of being a regular guy
of view about the “125 Reasons” campaign. protecting community in hero custom.

93. · Digital version of the book.
For download visit: http://www.coca-cola.com.mx/

98. ·
ORTIZ DE OCAMPO 3302 EDIFICIO 3 PISO 2 OFICINA 11 Y 12
C1425DFE, BUENOS AIRES, ARGENTINA
·
TEL +54 11 4806 8880 / 0993 4804 4777 / 5060
FURIAWORLD.COM
FOLLOW US ON:
TWITTER.COM/FURIAWORLD
FACEBOOK.COM/FURIAWORLD