Pobre Juan Outdoor Sacred Poster, 4 by Dentsu Latin America Sao Paulo

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Sacred Poster, 4

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Industry Restaurants, Pubs & Bars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency Dentsu Latin America Sao Paulo
Creative Director Filipe Cuvero
Senior Art Director Eduardo Ataíde, Marlus Dexter Lau
Senior Copywriter Carlos Mori
Released May 2018

Credits & Description

Media: Outdoor
Category: Cannes
Client: Pobre Juan
Agency: Dentsu Brazil
Country: Brazil
Director: Felipe Briso (BigBonsai)
President: Mario D'Andrea
Chief Operating Officer: Mauro Rabello
Producer: Virginia Machado
Producer: Marcela Veroneze
Producer: Ricardo Lopez
Producer: Daniel Moreno (Estudiorama)
Producer: Patricia Real (Estudiorama)
Head of Art: Christian Faria
Head of Copy: Murilo Torezan
Creative Group Head/ Art Director: Filipe Cuvero
Senior Art Director: Eduardo Ataíde
Senior Art Director: Marlus "Dexter" Lau
Senior Copywriter: Carlos Mori
Executive Producer: Gilberto Topczewski (BigBonsai)
Head of Broadcast: Juliana D'Antino
Photographer: Luiz Moretti
Client Services Director: Murilo Prado (BigBonsai)
Client Services Director: Larissa Storch (Lua Nova)
Client Services Director: Gabriel Borsatto (Lua Nova)
Assistant Producer: Camila França
Photographer Producer: Bruno Tiezzi (BigBonsai)
Lyrics: Teco Fuchs (Lua Nova)
Media Team: Ricardo Armbrust and George Mofarrej.
Hand Craft Artist: Edu Cordeiro
Published: May 2018
Pobre Juan transforms urban furniture on stained glasses
Campaign signed by Dentsu uses an artistic approach to exalt the most holy ingredient of the restaurant: the meat
To extol the meat, specialty of Pobre Juan restaurant, Dentsu agency has created the “Sacred Poster”, composed by a series of stained glasses installed on urban furniture. The purpose of the communication is to show that even with the growth of the chain of stores across the country, Pobre Juan still follows their traditions on preparing their dishes handcrafted, taking care of their holiest ingredient: the meat. Those concepts were an inspiration at the time of advertising the restaurant. That is why the choice of an artistic approach completely manual and at the same time that shows how much the meat is important.
“Pobre Juan is a specialist in meat, and that’s why allures the biggest lovers of this kind of food. We were inspired on the care of the restaurant with their dishes and tried to parallel that with Pobre Juan adoration for meat, through the stained glasses used by churches. The light effects raise the sensation for the adoration for the meat and the concept explains itself: “Pobre Juan. For those who worship meat”, comments Filipe Cuvero, Creation VP of Dentsu Brasil.