International Day of Persons with Disabilities: The 1000 miles of Luca
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.
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
Published: December 2013