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Flight controller

Campaign
Agency Network: 
Published/Aired: 
April 2011
BelCuore Café:  Flight controller

Description

Photographer Lucio Cunha

Art Buyer Nanci Bonani

Print advertisement created by Ogilvy, Brazil for BelCuore Café, within the category: Non-Alcoholic Drinks.

Advertising Agency: Ogilvy, Brazil
Executive Creative Director: Anselmo Ramos
Creative Director: Claudio Lima
Copywriter: Eduardo Marques
Art Directors: Lucas Zaiden, André Kirkelis, Vinicius Valeiro
Illustrator: Vinicius Valeiro
Media: Sergio Brotto / Toco
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chirag's picture

Art is no doubt good,
But the message is not clear,,

chirag
Activity Score 52
Planner at brandtree
michael saucez's picture

I don´t know how this could be clearer.

Black = Sleepy
Smoke (representing coffee) = Focus on what´s happening

So, drink Belcoffee and wake up.

michael saucez
Activity Score 23
Editor at Thumbby
HappyHour's picture

Art is good, message is completely clear (this coffee keeps you awake)...unfortunately, all coffee keeps you awake.

HappyHour
Activity Score 2381
Reality Check's picture

Nothing new to say (coffee keeps you awake), and, at the end of the day, no real point to make.

Reality Check
Activity Score 2549
esteb's picture

This coffee keeps you awake when you don't drink it?

esteb
Activity Score 673
art
italocr88's picture

you can change the logo and the ad still works.. good idea but not good enough!

italocr88
Activity Score 260
Copywriter at Ogilvy & Mather Argentina
Vingy's picture

i agree whit Chirag message isn´t clear it needs a powerfull copy to complete the message

Vingy
Activity Score 474
Copywriter at Advance
Galo's picture

Even tough the message is not new (man, whats new about coffee anyway?) I just love how they happen to communicate it. Congrats to te Ogilvy team!

Galo
Activity Score 446
Copywriter
Ron Burgundy's picture

dramatico!

nice art too

Ron Burgundy
Activity Score 1630
Art Director at Southern California
liny_77's picture

Sorry, nothing new.

liny_77
Activity Score 206
Creative Director
Bob.C's picture

Love the visuals and yes the message is clear - it's a beautiful way to send a generic message. You know what, I'm drinking my Starbucks instant (ok I know don't start) and it keeps me awake too, so a tagline, a fact, a logo, a slogan, a positioning statement.... an anything more to help this actually send a branding message would have made all the difference. To me it's sending a bit of a "water is wet" type message at the moment, albeit in a nice way.

Bob.C
Activity Score 1155
Copywriter at Convince Ltd |

= http://we-convince.com/ =

soryana's picture

fine art, but the smoke in the ad looks like cigarette smoke

soryana
Activity Score 155
Administrative |

yes

michael saucez's picture

Art is good, as you should expect from Brazil.

But here there´s something really different for coffee.

C´mon, they´re NOT using eyes nor sleepy people. The product is HUGE. Probably the biggest brand-size-signature advertising ever.

michael saucez
Activity Score 23
Editor at Thumbby
shahidali's picture

Its all airplane in the smoke. how come that represents keeping awake?

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Glut's picture

not so sure, what is this?

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
MidasTouch's picture

The line, we need a line.

MidasTouch
Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

kleenex's picture

not a great idea imo.

kleenex
Activity Score 58797
Web Designer/Developer
ajitart's picture

gurrrrrrrrr....coffee don't have smoke...BAD. not expect from ogilvy - brazil. art student can do better job than this.

ajitart
Activity Score 53
Art Director at 3bnf
John Howard's picture

Like no much!

John Howard
Activity Score 33
Creative Director
mimosainsiva@gmail.com's picture

i feel it here the cup fills with a metal liquid.. ha ha ..

mimosainsiva@gm...
Activity Score 77
Verve Design shop
ace85le's picture

Very refreshing indeed.

ace85le
Activity Score 3935
Marketing Manager |

-------------------------------

www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

andylefty's picture

I see what people mean when its not clear, the visuals through the steam is hard to make out.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
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