LONG NIGHT AHEAD? by Ogilvy Sao Paulo for Belcuore

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LONG NIGHT AHEAD?

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Brazil
Agency Ogilvy Sao Paulo
Art Director Pedro Izique, Guilherme Nóbrega
Copywriter Fred Saldanha, Claudio Lima, Tiago Meloni
Released April 2010

Credits & Description

Category: Point of Sale
Advertiser: CAFÉ BELCUORE
Product/Service: ARTISAN STRONG COFFEE
Agency: OGILVY BRASIL
Date of First Appearance: Apr 11 2010 12:00AM
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Vice President Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Head of Art: Denis Kakazu (Ogilvy Brasil)
Creative Director: Claudio Lima (Ogilvy Brasil)
Creative Director: Fred Saldanha (Ogilvy Brasil)
Copywriter: Claudio Lima (Ogilvy Brasil)
Copywriter: Fred Saldanha (Ogilvy Brasil)
Art Director: Guilherme Nobrega (Ogilvy Brasil)
Art Director: Pedro Izique (Ogilvy Brasil)
Media placement: Poster - Supermarkets, Markets, Convenience Stores. - 11.04.2010

Describe the challenges and key objectives
The biggest challenge is the small investment that a brand as BelCuore can make to compete with global companies in the POS. The key objective was to create a single campaign that could draw attention and introduce the brand to new consumers

Describe the brief from the client

To differentiate itself from the competition at the POS, BelCuore, a small artisan coffee brand asked us to develop a series of posters to draw attention to the strongness and boldness of it’s product.

Describe how you arrived at the final design
The idea for our campaign came from night jobs. People that work during the night and that need and use coffee to stay awake and alert. And from that we created a series of posters recreating an Iris using arrows that pointed to the place you needed to be alert about.

Give some indication of how successful the outcome was in the market
With this campaign we've managed to achieve a relevant presence in the POS and added value to a brand that until then was pretty much unknown to most of the consumers targeted.