Deli Express is a home delivery service that works like an extended convenience store: sodas, snacks, alcoholic beverages, and more, delivered straight to your door. The challenge was to stand out on an unconventional medium: the LedOne outdoor LED screen, where people are usually passing by on foot or by car, giving you only a few seconds of attention.
Challenge
Ultra-short format: The spot had to last just 15 seconds.
No sound: The entire message needed to be communicated visually.
Distracted audience: Pedestrians and drivers, not in “ad-watching mode.”
Cultural relevance: The story had to resonate with local codes and habits.
Within this frame, the opportunity was to turn a simple everyday problem into a micro-story with instant empathy.
Client
Deliexpress
Services
Creative Direction
Concept & Narrative Development
Audiovisual Production (AI-powered)
Visual Strategy for Outdoor Media
Strategy
The starting point was to understand the real problem Deli Express solves: “I’m out of something and I need it now.” In Argentina, running out of Coke for a Fernet during a gathering is almost a national emergency, an insight that connects immediately with the target audience.
Building on this urgency, the strategy was to create an instant visual story, one that could be grasped in seconds, with no text and no sound.
To achieve it, we featured “El Loco Blanco,” a Yeti-like character with millions of followers already embedded in local digital culture. Through minimal gestures and actions, the narrative unfolds: the Yeti prepares a Fernet, opens the fridge and finds no Coke, orders from Deli Express, and instantly receives the delivery.
Humor and cultural recognition turn the character into a visual hook that captures attention, even if the viewer is just passing by.
Results
High brand recall by combining a viral character with a relatable everyday situation.
Direct association between Deli Express and “last-minute rescue” convenience.
Spontaneous engagement: People who recognize the character share the experience, extending the reach beyond the physical screen.