Agency: DAVID Buenos Aires


MACMA and DAVID Buenos Aires show the true power behind machine-generated life.

“Machine-Generated” is the agency's latest campaign for the Argentine nonprofit organization dedicated to helping and supporting women and raising awareness of breast cancer.

Within the framework of International Health Day, new work is added to the successful history of collaborations between DAVID Buenos Aires and MACMA, which includes memorable campaigns such as “Manboobs” and “The Art of Self-Examination”.

"Together with MACMA, we always seek to create high-impact campaigns to try to escape the commonplaces of the category. This time, we wanted to take advantage of the fascination towards the potential that machines have to generate wonderful things to remind the world of the existence of a not-so-new machine but one that generates hope for millions of women around the world: the mammogram," stated Nicolás Vara and Ignacio Flotta, CCOs at DAVID Buenos Aires.

"Even today, the mammogram is the most reliable technology for detecting breast cancer at an early stage. That's why, at MACMA, we believe it is essential to encourage women to have regular check-ups, as 9 out of 10 cases detected early are curable," says Paola Albornoz, MACMA's communications manager.

The campaign features TV and online spots and print and outdoor ads.

This professional campaign titled 'Machine-Generated' was published in Argentina in May, 2024. It was created for the brand: MACMA, by ad agency: DAVID Buenos Aires. This Integrated medium campaign is related to the Health industry and contains 4 media assets. It was submitted 16 days ago.


Agency: DAVID Buenos Aires
Client: MACMA
Campaign: Machine-Generated
Partner and Global CCO: Pancho Cassis
Global COO: Sylvia Panico
CCO: Nicolas Vara, Ignacio Flotta
Head of Production: Jimena Oliva
Regional MD: Emanuel Abeijon
Group account director: Justina Lioy Lupis
Account Director: María Giaimo
Global PR Director: Sandra Azedo

Client Approval: Marta Mattiussi, Analia Boccassini (President)

Production Company: Poster Films
Director: Dana Campanello
Managing Director: Mariano Echarri
EP: Georgina Orellana
Producer: Tobias Salazar
AD: Loli Montes
DoP: Sofia Lizzoli
Dir Post: Lucia Lamboley
Music production: PAPAMUSIC
Media Agency: PHD


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.