Nestlé, El Chaná Coffee: Anywhere But Germany

Cannes Lions 2007 Promo Winner

Advertising Agency: Publicis Impetu, Montevideo, Uruguay
Creative Directors: Esteban Barreiro, Mario Taglioretti
Copywriters: Gabriel Méndez, Pablo Cáfaro
Art Director: Alejandro Damiani
Account Director: María José Caponi
Account Executive: Marcelo Castellanos
Producer: Jazmine Kleiman
Director: Guillermo Carbonell
Marketing Director: Alvaro Machado

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7 comments

Carlos Duty's picture
Carlos Duty
96 pencils

mm

deep_tracy's picture
deep_tracy
588 pencils

are there coca plantations in uruguay? seems like the client and the agency are all wired on coke. i don't understand the obejective and rationale of this campaign.

an intentionally crude 'tape over' can get you a cannes?

Laurent's picture
Laurent
289 pencils

looks like an idea developed through frustration. if they didn't qualify, then they didn't qualify!!

Laurent's picture
Laurent
289 pencils

looks like an idea developed through frustration. if they didn't qualify, then they didn't qualify!!

danielcarranza's picture
danielcarranza
6 pencils

You're all getting it so wrong.
The "story" is about how both the agency and the client made and approved a whole campaign, based on the idea that Uruguay would classify to the world cup. But it didn't, so they had to "improvise" with "tape overs" and stuff like that. IT'S ALL A JOKE. ¿Don't you get it?
The whole campaign was developed well after Uruguay was disqualified from the World Cup, only that they took that fact, and made an awesome campaign that just went the exact other way that every other brand took. Instead of being a looser and giving away presents related to the wold cup, in a country that couldn't care less about it, they gave away a trip to "anywhere but Germany".
It's not about cocaine or frustration, is about taking a very humorous and joyful point of view on something that really hurts football fans (about 99% of the people in Uruguay).
By the way, the campaign REALLY did well in the "real world", it's not just an idea wich nobody understood.

Jps's picture
Jps
40 pencils

It`s how danielcarranza saids!
That was an amazing promo!

naima's picture
naima
67 pencils

"El Chaná te lleva a cualquier lado menos Alemania"

De las pocas cosas en los últimos tiempos que me gustaron en serio, mucha gente lo comentaba, era gracioso... Very good. ^^

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