The Baker’s Massage by Independencia for Ricco's

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The Baker’s Massage

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Industry Baking, Cakes & Desserts
Media Film
Market Peru
Agency Independencia
Art Director Sally Sanchez, Jenny Grunberg
Copywriter Luis Cabrera, Jose Rubina
Production Paraíso
Director Rodrigo Roca, Casu Paraíso
Released December 2017

Credits & Description

Category: Confectionery, Snacks
Media: Content
Brand: Ricco’s
Agency: Independencia
Geo: Peru
Advertising Agency: Independencia + Pragma, Lima, Peru
General Manager: Jose Canonico
Head of Planning: Rafael Andrade
General Creative Directors: Marco Caballero, German Garrido
Head of Art: Gonzalo Paredes
Digital Supervisor: Miguel Espinoza
Copywriters: Luis Cabrera, Jose Rubina
Art Direction: Sally Sanchez, Jenny Grunberg
Producer: Claudia “Claqui” Quintana
Account Executives: Alexandra Behr, Rocio García-Godos
Production: Paraíso
Directors: Roca & Casu
Executive Producer: Jorge Luque
Post Production: Lunatic
Sound / Music: La Sound Facktory
Published: November 2017
Synopsis:
In Peru, Christmas is the most celebrated holiday. But between spending, preparations and horrible traffic, it can also be a very stressful time. Especially this year. We’re finally qualified to the Football World Cup after 36 years, but between key player issues and political interference, the country is more stressed out than ever. Peruvian agency Independencia + Pragma set out to relieve this situation instead of launching another typical Christmas campaign.
“The Baker’s Massage” (“El Masaje Panetonero”) is a new anti-stress therapy based on the kneading technique of Panetón Ricco’s master bakers (“Panetón” is peruvian sweet bread that is very popular during Christmas).
The master bakers (now massage therapists) will visit the most stressful spots in the country throughout December in order to help out Peruvians during this difficult time of the year.