Adsarchive » Design & Branding » Calvo » THE INCREDIBLE THUNDERING STOMACH


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Industry Canned Food, Pre-Cooked Meals & Frozen Food
Media Design & Branding
Market Spain
Agency DDB Madrid
Creative Director Guillermo Santaisabel
Art Director Tamara Martin, Cristina Rodríguez-Salinas
Copywriter Hector Alfonso
Producer Enrique Feijoó, Lucia Olano
Illustrator Joan Chito
Released March 2012

Credits & Description

Category: Illustration
Advertiser: GRUPO CALVO
Chief Creative Officer: Jose María Roca De Viñals (DDB Spain)
Creative Director: Guillermo Santaisabel (DDB Spain)
Creative Director Online: Nerea Cierco (DDB Spain)
Copywriter: Hector Alfonso (DDB Spain)
Art Director: Tamara Martin (DDB Spain)
Art Director: Cristina Rodriguez (DDB Spain)
Art Director Online: Liana Tavares (DDB Spain)
Account Team: David Majan (DDB Spain)
Account Team: Eva Rodriguez (DDB Spain)
Account Team: Maria Jose Moreno (DDB Spain)
Account Team: Yolanda Fernandez (DDB Spain)
Account Team: Thais Ruiz De Alda (DDB Spain)
Account Team: Jaime Martin (DDB Spain)
Planner Team: Pablo Vazquez (DDB Spain)
Planner Team: Miren Martinez (DDB Spain)
Interactive Technical Director: Carlos Guerrero (DDB Spain)
Producer: Enrique Feijoo (DDB Spain)
Producer: Lucia Olano (DDB Spain)
Illustrator: Joan Chito
Media placement: TV - Grupo A3, Grupo T5, La Sexta - 19th January 2012
Media placement: Print (Newspapers And Magazines) - 20 Minutos, Qué, Qué Nervión, La Voz De Galicia - 19th January 2012
Media placement: Web - - 19th January 2012
Media placement: Online Campaign - - 23rd January 2012
Media placement: Rich Media Campaign - Masthead - 1st February 2012
Media placement: Facebook Campaign - CPM (Market Place) CPC (Engagement Ads) On - 23rd January 2012
Media placement: Emailing - DDBB Calvo España - 14th March 2012

Describe the brief from the client
To inform about a new line ready-to-serve meals by Calvo available on the market. This traditional Spanish dish is specially developed for the people who don’t have much time, or don’t cook but like to eat well.

Describe the challenges and key objectives
We found a physical, unique and universal insight: a sound. The stomach growl.
When you are very hungry, your stomach growls. What if there was someone whose stomach, instead of growling, was thundering?
This way, an incredible story of a man dominated by his stomach becomes the main character of this campaign. The story of ‘The Incredible Thundering Stomach’: a man, who is forced to leave his house and his family and join a circus, just like another beast.
However, his problem has an easy solution: Calvo ready-to-serve meals could tame his stomach and return him to his prior life.

Describe how you arrived at the final design
We wanted to explain the story of ‘The Incredible Thundering Stomach’ in a different and special way. Therefore, we decided to recreate the circus world of the 40s and 50s in all our campaigns.

Give some indication of how successful the outcome was in the market
- 70,000 visitors to the website in just one month.
- 15,000 product samples distributed as a part of the promotion.
- Over 9m conversation topics in the main social networks.
- Most importantly, ready-to-serve meals by Calvo had a 392% increase in sales, and was out of stock for 3 consecutive weeks.