Pilao Print Brainstorm by J. Walter Thompson Sao Paulo

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Brainstorm

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Industry Coffee, Tea, Breakfast Drinks
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Chief Creative Officer Ricardo John, Rodrigo Grau
Executive Creative Director Humberto Fernandez
Creative Director Érico Braga, Mariana Borga
Art Director André Mezzomo, Diego Barboza
Copywriter Rodrigo Rocha, Thomas Paiva
Illustrator Pablo Lobo
Released May 2017

Credits & Description

Category: Non-Alcoholic Drinks
Media: Print
Brand: Café Pilão
Agency: JWT
Geo: Brazil
Advertising Agency: JWT, Brazil
Chief Creative Officers: Ricardo John, Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Directors: Mariana Borga, Érico Braga
Art Director: André Mezzomo, Diego Barboza
Copywriters: Rodrigo Rocha, Thomás Paiva
Illustrator: Pablo Lobo
Published: April 2017
Description: Café Pilão is Brazil’s strongest coffee. The brief was to create an press campaign to promote Pilão’s extra-strong product. The main goal was to take a different approach from all common coffee’s “Stay awake” advertisement. So we did. With all of those distractions that people are exposed to everyday, only coffee can make our brains stay focused on what people need to do. So, instead of just doing another “stay awake” campaign, Café Pilão took a different approach to a coffee product and aimed its creativity on the procrastination problem. A problem that everyone of us struggles everyday and a perfect situation for a strong coffee brand to invite people to stay focused by drinking our product. Specially when our brains decide to drift away when we most need them.