FORCE FIELD by Staff De Comunicacao for Yogoberry

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FORCE FIELD

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Industry Yogurt
Media Design & Branding
Market Brazil
Agency Staff De Comunicacao
Executive Creative Director Paulo Castro
Creative Director Bernardo Machado
Copywriter Otto Pajunk
Released March 2012

Credits & Description

Category: Posters
Advertiser: YOGOBERRY
Product/Service: FROZEN YOGHURT
Agency: STAFF BRASIL
Chief Creative Officer: Paulo Castro (Staff Brasil)
Executive Creative Director: Paulo Castro (Staff Brasil)
Creative Director: Bernardo Machado (Staff Brasil)
Copywriter: Otto Pajunk (Staff Brasil)
Art Directors: João Paulo Medeiros (Staff Brasil)
Graphic Producer: Jadilson Figueiredo (Staff Brasil)
Account Executives: Tatiana Ferreira/Rafaella Eyer (Staff Brasil)
Approval: Marcelo Bae/Rafael Bae (Yogoberry)
Media placement: Poster - Yogoberry Stores - 30 March 2012

Describe the brief from the client
Yogoberry is a frozen yoghurt brand that is very concerned with health and a stress-free lifestyle. Their stores were designed to make their clients relax while enjoying a bowl of frozen yoghurt. They believe that consuming a non-fat, cold and delicious dessert is a very good way to help people forget all their problems for a moment. Our client wanted their customers to know about their brand philosophy.

Describe the challenges and key objectives
We needed to show, in a poster campaign, the relaxing sensation that only a nice bowl of Yogoberry’s frozen yoghurt could provide. We needed an image that could make people understand how a spoonful of frozen yoghurt could make them feel, according to the client’s brand philosophy.

Describe how you arrived at the final design
The frozen yogurt is the element that makes people stop thinking about their busy lives for a moment. The bowl, representing the product, is what keeps the issues away. We created an image in which the bowl of Yogoberry’s Frozen Yoghurt is represented as a force field to protect a person from their problems. The problems try to reach the person, but the frozen yoghurt keeps them away. As long as there’s frozen yoghurt in the bowl, the consumer’s busy life won’t be a bother. The message is clear: 'Forget Life. Enjoy your Yogoberry moment'.

Give some indication of how successful the outcome was in the market
More than 40,000 people saw the poster throughout Brazil. Now every customer knows what the Yogoberry Frozen Yogurt brand stands for, helping increase the love for the brand, considered top-of-mind in its category.