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Raíces Tango


Incanto Show




Show Business


Brand Strategy, Brand Identity,

Print Advertising, Digital Adv.

Digital Strategy,

Digital Communication,

Social Media Management.

Raíces Tango is the title of the brilliant show created by Miguel Ángel Zotto, world star of tango. The show combines the tradition of the most sensual dance with the power of the gauchos and South American Indians.

Daniel Salvi conceived and developed a branding and advertising campaign for the show; the coordinated identity designed has upholstered from Buenos Aires to Milan, from Rome to Athens; the cast of “Raíces Tango” has also appeared on major Italian TVs.

The Challenge


Advertise the revolutionary show of the Argentine tango star
Miguel Àngel Zotto, accompanying the communication of the world tour which departed from Buenos Aires and arrived in Europe, Italy (Teatro degli Arcimboldi of Milan, Verona, Rome) and Greece.

The Result


A consistent advertising campaign and multi-channel that has seen Raíces become one of the hottest shows ahead in its launch season.

The Identity


The features of the logo, calligraphic and scratched, are inspired by the dance steps of the dancers of Raíces; it is not the trademark of the usual tango show: indigo, the central color of the identity, refers to the passion of the Buenos Aires nights and to the electric force of Indians and gauchos, from which tango is born.


The poster highlights the main features of “Raíces”: the lights of the stage, the elegance of the tango, the strength of the indio and gauchos, which appear at the base as a mystical vision of the past.

Thousands of likes and shares


The contents of the official website and social pages, created and managed by us, have strongly involved the public; a careful communication strategy, real-time updates, viral and direct videos from the scenes have led to a growth in the following and in the performance of the e-commerce portal.

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