Andrés Guarino was interviewed by the business magazine IEEM. In his interview ANDRÉS emphasized the importance of innovating, boldly remarking that: WHEN THE BUSINESS MODEL CONDITIONS THE CAPABILITY TO INNOVATE YOU BECOME A SLAVE OF YOUR STRUCTURE.
The American agency ALMA, chose us to develop a very interesting project in view of the Rusia 2018 World Cup. Truth be told, in that region the matches are played during the morning, at a time where everyone is working. It is no news that not every job is cool, and in many cases watching the matches is unfeasible, therefore SPRINT helped fans watch every single match, even if they are working. For that purpose we hacked typical office supplies hiding screens that would only work with special lenses delivered by the brand, in that way helping fans enjoy every match, no matter the time. We developed over 100 products that were distributed amongst fans, influencers and clients of the brand. A great idea with a superb execution for a valued client. Awesome project and experience.
The much respected Uruguayan business weekly BÚSQUEDA in its main supplement, GALERÍA, interviewed THE ELECTRIC FACTORY´s co-founders. In a profound article Avedis and Juan shared their story, the beginnings of the company, their professional experience and trajectory and the future of the organization.
After working for some months with FACEBOOK in their AR platforms, we were invited to the HACKATHON of their AR STUDIO platform in LONDON. Developers from our team joined with other worldwide developers in order to work in different challenges using the new ARSTUDIO functions.
The multinational company UNILEVER decided to take the BUNKER platform (one of our holding spinoffs) to the CHILEAN market, and shortly within PERU and PARAGUAY, hence solidifying the link with the firm, that after 4 years continues to add markets, strengthening the ties with our platform BUNKER DB, software in charge of processing social network, apps, websites, media investments, competition, feeling and consumer analytics in real time.
Together with AD MOBILIZE we launched a pilot plan in the PUERTO RICAN market for BMEDIA, leading company in BILLBOARDS in the Caribbean country. This technology works through the conjunction of cameras and an AI algorithm that, combined, allows to measure traffic in the different streets and motorways of PUERTO RICO. These cameras can detect car movement and quantify such. In this way it is possible to measure traffic quite accurately. This allows the company to provide its clients with real time analytics of the different off line advertising spots installed.
The Spanish bank BBVA, chose us as its INNOVATION center in URUGUAY. This partnership allows both companies to work hand in hand in order to offer disruptive solutions to partners and clients of the banking institution. Additionally the BANK will furnish 20 scholarships within our Academy for children from impoverished backgrounds.
On May 1st 2018, in SAN JOSE CALIFORNIA the F8, FACEBOOK´S annual event where the company presents its current and new projects was held. The event was opened by MARK ZUCKERBERG followed by his team. AI and AR/VR took center stage. For a few months now we have been working together with FACEBOOK in the development of projects for their AR platform and it is really fascinating how fast the industry is advancing and the possibilities offered by this platform. So far, we have developed several projects for brands such as HBO, COCA COLA, HSBC, LOREAL, BBVA, ABIMBEV and this event was key in order to strengthen the relationship with FACEBOOK on other markets.
This year HBO chose THE ELECTRIC FACTORY to work in different tech projects. Among these the QUICK RACE APP was launched in ARGENTINA in APRIL and will be used to activate every event where the BRAND is present in LATIN AMERICA. We are also working together from HBO´s main headquarters in Miami to include technology and innovation in the different launches of HBO´s series.
The team is currently working on a large technological project for one of the leading global IT companies. This project poses a great challenge connectivity-wise between software and hardware, through the use of RFID technology.
Our very own CEO, ANDRÉS GUARINO travelled to NEW YORK for 3 days to share a meeting between every Director of the SODA constituting companies, where industry benchmarks, learnings and the experiences of colleagues leading the main innovation/technology companies of the world were shared.
Global innovation group The Electric Factory has showcased its ingenuity and proved its stature among the world’s top tech giants by garnering the 2018 SXSW Interactive Award in the Innovation in Connecting People category for its product, “Read to Me”. Beating out such notable contenders as Microsoft’s Hands-Free Music Project for the SXSW prize, “Read to Me” revamps the time-old tradition of bedtime storytelling by leveraging a unique, Internet of Things approach to Augmented Reality.
Check it out more here.
ANTEL, telecommunications leading company in URUGUAY, chose us to incorporate technology to their stores in order to best understand the visiting clients and their behaviour. Our aim is that with that data and its posterior processing ANTEL can improve customer service and overall service quality. In order to obtain such objective we incorporated cameras that through AI technology can count the amount of people in the store, incorporate demographic data such as: sex, age average, mood, waiting time in certain areas, etc. This raw data combined with a customer software allows us to know, ever since a client enters the store, the attention and service he/she is being offered and the existing potentialities in order to improve customer service. The project is currently being implemented as a pilot plan in one store in order to later scale its implementation throughout the country.
The prestigious professional service consultancy PWC NORTH AMERICA chose us to create a great institutional project soon to be launched at a global scale. It is the second international project we create together, requiring over 5 shooting days, 40 main actors, 100 extras and a platform that took over three months´ development.
A new "electric factory" has just launched the innovation group The Electric Factory. The move recently completed to a place of 2,000 m2 where Sinergia Tech innovation center used to operate, synthesizes the company's search to consolidate (almost) all its businesses into a single and more extensive headquarters, as well as its concern to deepen in the generation of solutions that combine: creativity, strategy and technology.
The most important advertising festival of Latam which includes agencies from all the region, Spain, Portugal and US Hispanic just named us as one of the best independent creative agencies of the year.
We are FWA of the day with our Read To Me project for EME Content.
A product we created in order to showcase the future of Augmented Reality and human interaction.
Check out the project.
In a memorable evening, our team spent more time on the stage that off it, winning a total of 12 awards, in 10 of the best categories. This placed as for the second time in a row as the best production shop and best digital agency of the year in the IABMIXX.
Thanks to all of our clients, friends and family for your support.
Our Co-Founder and Commercial Director Avedis Boudakian, gave a speech at EMARKETERS about artificial intelligence applied to marketing and how it will change the future of communications. This presented the perfect opportunity to showcase the tool developed by THE ELECTRIC FACTORY, BUNKER DB, www.bunkerdb.com, specialized in converting data into knowledge and help MARKETERS work in a more efficient way in their strategies for communication campaigns.
Our work for Lifebuoy Unilever " BACTERIADS " is one of the best works of the year in Health & Wellness at Cannes Lions.
Check out the work here:
The first completely digital bank of Argentina will start working by the end of this year.
The startup Wanap officially became the first bank in Argentina to be 100% digital, without ATM's or branches.
This digital bank searches for having a modern finance system, adding inclusion, agility, practicality and at the same time having lower costs and bigger benefits for its users.
Learn more in the article by El Observador from our CEO a Andrés Guarino:
The Electric Factory Group wants to turn Uruguay into America's Sweden, from "a platform to recruit talent, not only locally but throughout Latin America, so that they come to think ideas and produce prototyping to change the world." The government of Uruguay, The Innovation and Research Asociation and the entrepreneurs of Cuti are also working to make it happen.
Read full article
Our company was named ADWEEK Agency of the week based on our performance and campaigns this month. After our Featured Adweek Portrait , our company was named as THE AGENCY to watch this week.
The executive, who recently started working as the The Electric Factory's global CEO, talked to Adlatina about his responsability and challenges. He also talked about the opening of a Miami office and the creation of an accelerator for projects related to Smart City, Smart Agro, IoT and Smart Hemp.
This Creative Agency Made Poster-Sized, Bacteria-Filled Petri Dishes and Put Them in a Mall.
The Electric Factory Group Co-Founder and COO Juan Ciapessoni will tell you that you can disrupt any medium, even a traditionally static one like Out-Of-Home Posters.
"All that matters is the idea, the craft and the innovation applied to the medium," explianed Juan Ciapessoni.
Read all the article here.
The Electric Factory collaborated with microbiologists and scientists on the project, and according to creative officers Federico Cibils and Gustavo Etchandy, the scientific input proved fascinating. "When we began 'seeding' in petri dishes (normal size) at the lab, the first time we saw the bacteria and fungi appear, we were horrified by the idea that those were actually living in our everyday stuff," said Cibils in a statement. "The scientist leading the experiment told us something that made a sudden 'click' inside our heads: we are already immunized to the vast majority of these bacteria. However, there is a slight possibility that some of them are dangerous diseases. That is why it is imperative to wash our hands: to avoid being in contact with these for too long."
While at present the "Bacteriads" posters are only running in malls in Uruguay, the plan is to roll it out in other South American countries, and The Electric Factory also says it is planning a "broader" sequel to the campaign.
Check for more here:
Ad Age / Creativity : http://creativity-online.com/work/lifebuoy-bacteriads/50131
Ads of the World: http://adsoftheworld.com/media/outdoor/lifebuoy_bacteriads
Uruguay is ready to be a leader in the tech and digital industry and not just an opportunity for it. It is time for the world to embrace Uruguay as a greater resource for testing and innovation. By utilizing the inherent passion of Latin America and their will to dream, Uruguay can serve as a bridge connecting talented people from Latin and South America to the rest of the world to create work and products that push digital boundaries. Then perhaps Uruguay will not just become the Americas’ Sweden - but perhaps something beyond.
Read all the article, click here for more.
What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?
"The best part of my job is knowing that it all depends on us, that we are masters of our destiny and don’t rely on anyone. The reason behind this is that we’re talented people who want to resolve problems, any kind of problem; marketing; communications; logistics; business, etc. The world, people and companies are filled with problems, getting to solve them provides us with tremendous satisfaction.
The hardest part are the timelines. When you know up to where you’re able to work on an idea and where you must stop to reach the times requested by the client. But managing it is part of the company’s growth and when you do in the end it’s rewarding.
It’s been 15 years since I sleep peacefully, I’ve never had any trouble sleeping. One must always trust in talent, if you’re stuck at something it’s something transient and the solution will eventually appear. The best thing is to relax, get your head out of the problem and get back to it later."
Check all the interview here: http://thefwa.com/interviews/juan-ciapessoni
Today was a great day at the company and this is just the beginning!
The Electric Factory was declared the best Agency and Production Company of the year.
Thanks to all of the team!
At the beginning of the year Wild Fi was selected the best digital agency in the country. Then Facebook developed 2 case studies about their work for DirecTV and Bella Group.
Now they have won the GOOGLE PARTNER REWARD competition and a big part of the team is travelling to San Francisco in November, a big opportunity to meet other top agencies and define the future of online advertising.
We are very happy about being able to help these two talented young men Pedro Sales (16 years old) and Guillermo Trinidad (18 years old) who are in Germany participating in the Robocup. Learn more about them.
We started creating websites 15 years ago, this year we are participating in the development of drones and helicopters. Since the beginning we've tried to be the industry not just an opportunity in it, that is our DNA.
Congratulations to our partner Max Patissier and all of the team from Sinergia Tech and Cloud-Stat Uruguay that allow us to work on projects that a long time ago seemed science fiction and are now a reality.
Besided being recognized as the best digital agency in the country, this week we have been acknowledged by FACEBOOK for the excellent results obtained for our client BELLA GROUP in Puerto Rico and DIRECTV in LATAM
The case studies can be seen in the following links:
In conjuction with MOTHER Buenos Aires, Thef launches BECKER GRADO7.1. A mobile application that allows friends to connect with their "pre-gaming" parties. The best of TINDER and HAPPN in one place.
The Electric Factory launches one of the biggest FAB LABs in LATAM.
There have never been so many possibilitities to MAKE, the tools are at your hand. Think. Make. Share
BUNKER new Paid Media Module is scheduled to be launched in May 15, giving brands total control over their digital results.
Now you can control your campaign results in real time, optimising timing and supervising the performance of your agencies. In a world where each day there is more data and less time, the simplicity and practicality that our tool presents allows you to make a quick read of the most relevant data, enabling you to make the right decisions at the right time.
For this reason our module presents a series of predefined and configurable features that adapt perfectly to your needs.
If digital media investment is a key part of your marketing strategy, Búnker DB is the tool you have been looking for.
More info: https://www.bunkerdb.com/
Like every year we just had our ELECTRIC MEETING, an anual reunion where all of the company's employees get together. We review everything that happened during the year and we plan for the year ahead.
We are very proud of the team we have and the value of each individual member. We have an awesome year ahead, full of challenges. We love everything that has been going on including people within and outside of our company that believes in us and our work.
Today with over 140 electric people, we are one of the best digital communication and innovation companies in LATAM, and that is mainly thanks to our CLIENTS who year after year stay confident in our work. All of this makes us thrive and get better year after year.
Our project for Sally Hansen is news in Mashable.com
This project continues to give us joy, this time around we won another FWA award on mobile. This makes us the company of LATAM with more prizes in www.thefwa.com MOBILE
We were fortunate to work in this beautiful project for the beer brand PATRICIA of the AB Imbev group. A digital action which supported the campaign “Hay lugares que sacan lo mejor de nosotros” (there are places which bring out the best in us), the proposal invited users to share stories that were inspired by a memory representing a place in URUGUAY.
4 artists were selected by the brand, and they created unique video pieces, immortalising the moment. Each one with a unique style representing the artist’s technique and concept.
After working in DM9 Río, Ogilvy & Mather San Pablo and Grey Brasil, and being recognized as the best Creative Director of Uruguay by the "El Ojo de Iberoamérica" in 2 consecutive years, Fernando De Clemente is back to lead the creativity team of the digital agency Wild Fi.
WELCOME FERNANDO TO THE ELECTRIC FACTORY
Read full story LATIN SPOTS
In partnership with BELLA GROUP we welcome ACURA PUERTO RICO. We will be developing all of the brand’s digital activation during the year 2015. We are very happy to carry out this nice challenge and to work for one of the most prestigious car brands in the world!
After several years working in this beautiful Island, we begin operating locally to serve local and regional markets. We are excited about this new challenge and happy to bring our electric work to new markets. More news on the matter coming soon, for the moment we shre the facade of the building where our office is located #BELECTRIC
Good ideas come from the major challenges.
We had to explain why, for Axe, "Less is More". Analyzing the target audience we detected that one of their main interests is music, and that Catupecu Machu is one of the most relevant bands to them. We didn’t let the opportunity go to work with them, taking advantage of the fact that they were playing in “La Trastienda” to celebrate their 20 years.
There came another challenge: identifying Catupecu fans within the universe of the brand’s follower. There was no doubt that the best way to reach out to them was through social networks. We posted contents related to the band in order for them interact with, through their participation, we were able to select the protagonists of the story.
We invited them to the concert without telling them anything, and they were thinking it was going to be like every other concert: friends, fun and lots of rock and roll but with less, we ended up giving them much more: during the best concert moment we sent them a text message , challenging them to stay after the show ended with the promise that something bigger would happen.
The ones who stayed and demonstrated having an Axe attitude, received the biggest surprise that a fan can dream of.
We present you our latest work for Tag Heuer Global for the Geneva Motor Show in Switzerland. By measuring brainwave signals and monitoring the attention levels of the user, we created a custom racing track and allowed the Geneva Auto Show attendees to put their brain to the test.
#belectric #tagheuer #dontcrackunderpressure #GIMS
The campaign for DIRECTV Latin America, DIRECTV Sports App product was fully developed by The Electric Factory.
DIRECTV Sports App is an application developed for sports content and for accessing real-time statistics from mobile devices.
The communication was designed from strategy and creativity by Thef, its audiovisual production was led by Niko Films, and the social media campaign was created, planned and executed by WildFi, all group undertakings The Electric Factory. Audio work for the audiovisual production was provided by Absolut.
Congratulations to all the team!
This nice project was developed by us in partnership with our friends from MADRE Argentina for our client BECKER (beer brand) in Chile.
Download the app:
We are very pleased to officially announce the partnership with Synergy Cowork and MakerLab to develop SYNERGIA TECH, a unique platform of its kind, dedicated to the manufacture of technological devices. We share below the press release with project information:
Uruguayan companies The Electric Factory, Synergy MakerLab Cowork inaugurated in March 2015 creating a platform for companies engaged in the manufacture of technological devices that will feature unique characteristics in Uruguay and the region. In the new space, customers will access comprehensive services that will allow them to develop innovative and sustainable solutions, tailored to the global needs of this decade.
The platform, called Synergia Tech, seeks to "promote and accelerate the creation of companies with business models that use highly standardized and optimized processes, industry-based digital manufacturing and robotics, and then scale them to a leading position in world markets "said Avedis Boudakian, director of The Electric Factory.
"Almost any area of human knowledge will find a place within Synergy Tech from electronic engineering, mechatronics, mechanical, electrical, industrial, to administration, economics, medicine, design and architecture, in order to manufacture goods with high technological content both in its manufacturing process and content" confirmed the executive.
He stressed that through the platform and technology institutions and organisations "world’s best“ will be connected, which will enable entrepreneurs, innovators and local academics to interact with the vanguard of the new industrial revolution.
In this sense, Maximiliano Perez, co-founder of MakerLab, Synergia Cowork and future CEO of Synergia Tech, predicted that the venture will contribute to strengthen the development of Uruguay, economic, social and cultural standings, to stand as an integrating agent at the local level of digital manufacture of technologies that characterise the first world countries.
Perez also noted that Synergy Tech will have an area of 1,000 square meters, where users will have 3D printers, laser cutters and CNC routers. "This is a display of equipment that will not be found in any other similar space in the region," he said.
"After a year of operation, we estimate that about 200 people will work in Sinergia in developing Tech startups and projects related to technology," commented Boudakian.
Synergy Tech is also driven by entrepreneurs Juan Ciapessoni, The Electric Factory, and Max Patissier, of MakerLab.