Navigate and explore history through data visualization

What do we do?

To celebrate its 40th anniversary, we accompanied the CCA in the creation of the Genealogical Universe of Argentine Creativity, based on the hard data of its digital archive: the technical files. Through this platform it is possible to see how people and work spaces relate to each other at a given moment in the history of the CCA and, therefore, of Argentine advertising. The universe includes agencies, production companies and schools that won awards, and the objective is to continuously nurture the information so that it becomes a space for recording and consulting history. The platform designed based on its brand guidelines is interactive and displays the data clearly, allowing at a glance to understand the number of existing links segmented by year since 1980.

To present the experience at the Diente Awards ceremony in Buenos Aires, we worked on different promotional materials:

- Posters by decades, with QR for interaction

- Pack of postcards

- Postcards by decades (fronts and backs), with QR to navigate those decades.

The challenge was to present this historical archive in an attractive way and through a logic that would allow it to continue adding information. This is why it can continue to grow and reflect the complexity and richness of the Argentine advertising ecosystem, with the contribution of creatives who send their piece of history and their connections with colleagues.

At Genosha we like to create products and digital experiences that mark a milestone in brand stories. We go for experimentation and go down paths that are not always entirely clear, in order to discover new ways of communicating. This is challenging but also generates uncertainty: when it happens we know we are in front of a worthwhile project.

You can explore the universe by visiting universo.creatividadargentina.org.