Argentina’s leading credit card brand, Tarjeta Naranja (Spanish for “Orange Card”), grew out of a sporting-goods store started 30 years ago by two gym teachers, whose credit card for their customers became so popular that everyone started using it.Now, 7.6 million cards are in circulation.
As part of the company’s popular “orange culture” of personal service and treating everyone as a friend, visitors to Tarjeta Naranja’s 213 branches in Argentina are offered little square candies wrapped in orange paper. Inspired by the fact that the company is the biggest buyer of candies in the whole country — 46 million pieces a year — its longtime agency BBDO Argentina created an entertaining, Pixar-reminscent animated film telling the story of a day in the life of Tarjeta Naranja’s “candy accountant,” a key figure for the customer service-obsessed brand.
In the eight-minute branded content film, produced by Buenos Aires animation studio Reino, the candy man’s day starts at 9:30 a.m. as he carefully monitors the delivery of exactly 100 candies through orange tubes leading to each branch office. But suddenly it all goes awry…
