Camil Print PLATE by Leo Burnett Tailor Made Sao Paulo

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PLATE

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Industry Diet Meals & Products, Grocery and Other foods
Media Print, Magazine & Newspaper
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Rodolfo Fernandes
Copywriter Tiago Tiriba, João Paulo Testa | André Brandão
Editor Paulo Staliano
Released July 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: CAMIL
Product/Service: CAMIL
Agency: LEO BURNETT TAILOR MADE
Creative Director: Ruy Lindenberg (Leo Burnett Publicidade)
Art Director: Rodolfo Fernandes (Leo Burnett Publicidade)
Copywriter: André Brandão/Tiago Tiriba (Leo Burnett Publicidade)
Photographer: -- (Cacalo)
Illustration: Rodolfo Fernandes (Leo Burnett Publicidade)
Graphic Producer: Zezinho Lima/Ricardo Sotelo (Leo Burnett Publicidade)
Editor: Paulo Staliano (Leo Burnett Publicidade)
Account Manager: Juliana Seabra (Leo Burnett Publicidade)
Client Approval: Jacques Quartier (Camil)
Media placement: non conventional - Buffet Restaurants. - 07/12/2011

Describe the objective of the promotion.
Raise awareness about the importance of good nutrition and how Camil can help making more balanced meals.

Describe how the promotion developed from concept to implementation.
Based on the concept 'Your life is healthier with Camil' we developed a promotional campaign that gave consumers the opportunity to experience a healthier life with the help of the brand. A nutritional chart was printed on dishes, divided according to the recommendation of experts. These dishes were then distributed in buffet restaurants around the city.

Explain why the method of promotion was most relevant to the product or service.
Much more than raising awareness about the importance of good nutrition using traditional media, the dishes from Camil gave them the opportunity to experience in their daily lives, how the brand can help them achieve a healthier and happier life.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action immediately called the attention of people who, impacted by the idea, re-evaluated the way they eat. Camil received hundreds of calls from restaurant owners interested in having the plates and the brand was strengthened as being concerned with consumers' health.