Fernando Mollica

An insight into one of Argentina's most famous marketing campaigns of the late 1990s and early 2000s: la llama que llama. Their creators talk about their creation on its 25th anniversary.

Jimena travels to Río Grande, on the island of Tierra del Fuego in southernmost Argentina, to join her half-brother Mariano. She has almost no money to travel but manages to arrive there hoping to have a better life in that manufacturing region. The wind, the cold and the complex economic crisis form the background against in which Jimena will develop empathy for the people around her and a feeling of belonging there, but also a place where she will learn to know herself better.