Campaign details

Brand: YPF
Brand owner: YPF
Agency: BBDO Argentina
Country: Argentina

Market background

Over the past 30 years, we have seen Argentina spiraling down a chronic inflationary process, with its public accounts reflecting twin deficits (fiscal and trade-related).

A large part of this economic context can be explained by a dysfunctional energetic matrix:

  • Argentina is a country with unique energy resources (both renewable and non renewable), but – for lack of legal and economic predictability – they have not been adequately invested in.
  • As a consequence, Argentina is forced to import energy. But, to prevent the ‘anger of the voting citizen’, it decided to pay subsidies for the cost of it, at significant expense to the State.