SAMURAI COOK & NIGHT WATCHMAN by Leo Burnett Manila for Coca-cola

Adsarchive » Design & Branding » Coca-cola » SAMURAI COOK & NIGHT WATCHMAN

SAMURAI COOK & NIGHT WATCHMAN

Pin to Collection
Add a note
Industry Soft Drinks
Media Design & Branding
Market Philippines
Agency Leo Burnett Manila
Executive Creative Director Raoul S. Panes
Released December 2010

Credits & Description

Category: Posters
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: LEO BURNETT MANILA
Date of First Appearance: Dec 30 2010
Entrant Company: LEO BURNETT MANILA, Makati City, THE PHILIPPINES
Executive Creative Director: Raoul Panes (Leo Burnett Manila)
Creative Directors: Mike dela Cuesta, Sheila dela Cuesta, Dante Dizon (Leo Burnett Manila)
Copywriters: Raoul Panes, Sheila dela Cuesta, Therese Endriga, Nino Gupana (Leo Burnet Manila)
Art Directors: Mike dela Cuesta, Mon Pineda, Angela Arches (Leo Burnett Manila)
Print Producer: Benjie Puno (Leo Burnett Manila)
Digital Artist: Robert Perez (Leo Burnett Manila)
Media placement: Newspaper - Commuter Express, People's Tonight - 30 December 2010

Describe the brief from the client
Samurai Energy Drink gives long-lasting energy to blue-collar workers.

Describe the challenges and key objectives
Dramatize the energy benefit through highly relatable context for its target market.

Describe how you arrived at the final design
We drew inspiration from apocalyptic illustrations of good vs. the myriad forces of evil. The ad showcases a night watchman about to patrol a village alley. He faces an assortment of characters: the drunk, the thieves, the prostitutes, the gamblers, the electric line pilferers, the cranky vendor, even the rabid stray dog. Not to worry, our night watchman is armed with Samurai.

Give some indication of how successful the outcome was in the market

A staggering 93% profit growth versus previous year for Samurai further boosted its strong position in the highly competitive category.