THE WARMTH OF SOUP by Lowe Ginkgo Montevideo for Knorr

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THE WARMTH OF SOUP

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Industry Spices & Condiments
Media Promo & PR, Case study
Market Uruguay
Agency Lowe Ginkgo Montevideo
Creative Director Jorge Gonzalez, Fernando De Clemente, Sebastián Mir
Art Director Pelayo Soria
Copywriter Mateo Vidal, Gonzalo López Baliñas, Diego San Roman
Designer Agustín Acosta, Lucía García
Account Supervisor Daniela Patricia Román, Fernanda Ramos
Released June 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: UNILEVER
Product/Service: KNORR
Agency: LOWE GINKGO
Date of First Appearance: Jun 21 2010
Entrant Company: LOWE GINKGO, Montevideo, URUGUAY
President: Gabriel Román (Lowe Ginkgo)
Creative Director: Sebastián Mir (Lowe Ginkgo)
Creative Director: Fernando De Clemente (Lowe Ginkgo)
Creative Director: Jorge González (Lowe Ginkgo)
Account Supervisor: Patricia Román (Lowe Ginkgo)
Copywriter: Gonzalo López Baliñas (Lowe Ginkgo)
Copywriter: Diego Román (Lowe Ginkgo)
Copywriter: Mateo Vidal (Lowe Ginkgo)
Art Director: Pelayo Soria (Lowe Ginkgo)
Designer: Lucía García (Lowe Ginkgo)
Designer: Agustín Acosta (Lowe Ginkgo)
Account Manager: Victoria Martín (Lowe Ginkgo)
Account Supervisor: Fernanda Ramos (Initiative)
Media placement: Bus Shelters - CBS - June

Insights, Strategy & the Idea
To remind the public that soup is a nutritious dish that provides calories, ideal for combating one of the harshest winters in our country, Knorr conditioned pedestrian shelters to irradiate heat.

Creative Execution
A heating system with infra-red lights was installed on the ceiling of the shelters which increased the temperature of the surroundings.

Results and Effectiveness
That winter sales increased 20% and Knorr climbed to the first position in soup´s category.

And we allowed people to enjoy a pleasant moment with the brand.