Cerveza Norte, the Argentina beer brand has won a Gold at the Clio Awards for Integrated advertising campaign, “Le Mejor Excusa Del Mundo” (The Best Excuse In the World). Men from the North of Argentina needed a good excuse to go to the bar to drink beer with their friends. They needed the best excuse ever. For each Norte beer a man drank at the bar, the brand allotted one minute of good deeds. A Norte team was in charge of the work. They put counters in the street with the accrued minutes, and the good deeds could be followed on the Internet.