Road

Campaign
Agency Network: 
Published/Aired: 
April 2011
BelCuore Café:  Road

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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Highest Rated

pez's picture

I don't like art direction, looks like cigarette smoke...

pez
Activity Score 1804
Creative Director
Hammad S's picture

I'm sure it's an interesting concept (if I understood it) but I don't get it.....what's the msg?

"Coffee that's exhilarating like....the road/skies" or perhaps,

"Cups to get away with." Maybe,

"The drink to travel with." etc..

Hammad S
Activity Score 484
HappyHour's picture

It's saying that this coffee (represented by its steam) keeps you awake at important times. The blackness represents your eyes being closed/sleeping.

HappyHour
Activity Score 2377
pez's picture

I don't like art direction, looks like cigarette smoke...

pez
Activity Score 1804
Creative Director
HappyHour's picture

Good point, didn't notice that at first...steam looks nothing like that.

HappyHour
Activity Score 2377
SenaCinar's picture

I guess they don't have a copywriter :/

SenaCinar
Activity Score 6
Art Director
Nike Diesel's picture

The Copywriter actually came up with the idea. Alone.
He even did the ad itself. The retouching, etc, all of it.
And he also sold it in to the client, skipped the DTP dtp. and uploaded all files to several different magazine servers.
And then, he had dinner with the client. Alone.
.
All this while the Art Director was out drinking and getting wasted.

Nike Diesel
Activity Score 13708
Art Director
salil sharma's picture

great concept
i love it

salil sharma
Activity Score 46
Creative Director at NEW DELHI INDIA
ajitart's picture

100% agree with Nike Diesel

ajitart
Activity Score 53
Art Director at 3bnf
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