International Day of Persons with Disabilities

The 1000 miles of Luca

Agency: TBWA


Pablo Poncini is the CEO of TBWA Buenos Aires. He's married to Gabriela, and they have two daughters, Renata and Sofia, and a boy, Luca. Luca is 13 years old and he was born with Down syndrome.
A well known advertising figure in Argentina, Pablo was asked to work on a campaign about the inclusion of people with disabilities. After trying to write simple ads, he decided to go further and tell a more complete and personal story of his relationship with Luca. The two of them embarked on a road trip, in a classic car, on the road made famous by the Argentinian Mille Miglia car rally.

This professional campaign titled 'The 1000 miles of Luca' was published in Argentina in December, 2013. It was created for the brand: International Day of Persons with Disabilities, by ad agency: TBWA. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 10 years ago.


Advertising Agency: TBWA, Buenos Aires, Argentina
Chief Creative Officer: Pablo Poncini
Executive Creative Directors: Guillermo Castañeda, Juan Cruz Bazterrica
Production House: Primo Buenos Aires
Director: Martín Kalina


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