Why the ice bucket?

Agency: Potro


Potro, the agency led by Diego Livachoff, was chosen by AVLA for the development of its new IGLU brand.

The agency, in addition to participating in the process of creating the new advertising campaign for this new business unit, led the naming process, the development of the logo, the strategy and the creativity.

“The IGLU team told us about the challenge and we started everything from scratch. It was a different process because although at the agency we have done each of these things more than once, we had never done it all together for the same brand. We are happy with the result.” Commented Diego Livachoff de Potro.

In Peru, the percentage of people who have insurance is very low, and it is not a very developed industry. It is a country with tremors, insecurity, with risks; and the difference between having a policy or not having it is too great.

“IGLU was created to democratize access to insurance for SMEs, families and individuals. We knew that this had to be accompanied by simple, concrete and clear communication. Together with Potro, we developed a brand that reflects our proposal, because we know that through technology and simple communication, taking out insurance is easy.” Explains Juliana Ávila, Development Manager – IGLU.

This professional campaign titled 'Why the ice bucket?' was published in Peru in September, 2022. It was created for the brand: IGLU, by ad agency: Potro. This Film medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted over 1 year ago.


Client: Avla Peru Insurance Company S.A
Head Of New Business Development: Juliana Avila
Analyst Sr. Marketing: Valeria Zarate
Agency: Potro
Cco & Ceo: Diego Livachoff
Creative Director: Ivan Mallqui
Accounts Director: Ivana Chavez
Account Executives: Marcela Belli And Lucia Hartmann
Production Director: Mónica Torres
Producer House: Lungo Films
Director: Javier Altholz
General Producer: Claudio Pastorino
Executive Producer: Christian Umbert
Director Of Photography: Juan Costamagna
Post-production Coordinator: Nacho Parodis
Editor: Sofia Montes
Coor: Anahi Piccini
Post Production: Key Vfx
Field Producer: Del Mate Productions
General Producer: Rafael Acuña
Executive Producer: Scarlet Orrego
Producer: Martin Rivas “chichi”
Assistant Director: Felipe Garcia
Art Director: Coco Miranda
Art Producer: Jose Luis Maura “pico”
Production Assistant: Mariela Ramirez
Costume Designer: Claudia Mansilla
Makeup: Nery Rombell
Scenography And Costume: Edi Merida And Team
Technical Producer: Rossan Meneses (Momama)
Camera First: Renzo Cruz
Camera Second: Victor Fernandez
Audio House:
Audio House: Diego Dibos – Sound Lab
General Manager: Diego Dibos
General Producer: Roberto Ruiz
Production: Miranda Alcazar
Musical Production: Diego Dibos And Juan Carlos Calderón
Audio Post Production: Mario Quintana And Jonatan Zuñiga


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.