Skol Design & Branding LOST COOLER by F/Nazca Saatchi & Saatchi Sao Paulo

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LOST COOLER

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Industry Beers and Ciders
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Joao Linneu, Rodrigo Castellari, Theo Rocha, Carlos Di Celio
Copywriter Thiago Espeche Art Director
Illustrator André Maciel, Cristiano Barros
Released November 2010

Credits & Description

Category: Posters
Advertiser: AMBEV / SKOL
Product/Service: SKOL BEER
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Nov 26 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Entry URL: http://www.skol.com.br/todosporuma/index.aspx
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Fabiano de Queiroz "Tatu" (F/Nazca Saatchi & Saatchi)
Copywriter: Thiago Espeche (F/Nazca Saatchi & Saatchi)
Illustrator: André Maciel (F/Nazca Saatchi & Saatchi)
Illustrator: Cristiano Barros (F/Nazca Saatchi & Saatchi)
Account Executive: Marcello Penna/Christiano Bock/Danielle Cabral/Rafael Pontes (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen/Bertrand Cocallemen/Guilherme Pasculli/Mark Cardoso (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno/Fábio Baracho/André Gramorelli (F/Nazca Saatchi & Saatchi)
Media placement: Poster - Distributed, Inside A Wood Drawer, To Online Game Finalists. - December 2010

Describe the brief from the client
For Skol Summer we created a multiplatform campaign. The media outlets used were: television, Google Maps, Twitter, Facebook, radio, Internet game, films, posters, a fictitious products website, MSN tab, apps and telephone calls. In the end of the campaign we created a Collection Box of the Saga with: the deck of cards used in the film “Olinda” by the Olinda Giant Dolls, three posters of the Saga, a DVD of all the films and a CD with the soundtrack. We also created a new product for the brand, a remote-controlled cooler (Skooler) that will be commercialized throughout the country.

Describe the challenges and key objectives
We created a fictitious nervous breakdown of Daniel Zuquerman from TV show “Pânico" and the “Skooler”, a personified Skol cooler. One day Daniel loses the Skooler. The "Saga of the Lost Skooler" was an enigma game in which the public needed to help Daniel to find the Skooler through clues left on Google Maps. On Facebook and on the MSN tab, the “Oracle” would give tips of the whereabouts of the Skooler.

Describe how you arrived at the final design

"Searching for the Lost Skooler" is an online riddles game. The final design of the poster is based on the surprising story of this game and uses strong visual cues to call the attention of the consumers without telling them what, in fact, is the game.
We translated literally this good humoured spirit of Skol beer, combined with differentiated and intriguing language.

Give some indication of how successful the outcome was in the market
One million participants reached the end of the game. During the game, more than 24 hours of audiovisual content and half a million photos were sent in by the participants. One and a half million people spent an average 10 minutes per day on the website. A record for the brand.