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Road

Agency Network: 
Published/Aired: 
April 2011
Description: 

Photographer Lucio Cunha

Art Buyer Nanci Bonani

Print advertisment 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

Comments (8)

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Hammad S's picture
Hammad S
Activity Score 484

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..

HappyHour's picture
HappyHour
Activity Score 2381

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

pez's picture
pez
Activity Score 1804

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

HappyHour's picture
HappyHour
Activity Score 2381

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

SenaCinar's picture
SenaCinar
Activity Score 6

I guess they don't have a copywriter :/

Nike Diesel's picture
Nike Diesel
Activity Score 13630

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.

salil sharma's picture
salil sharma
Activity Score 46

great concept
i love it

ajitart's picture
ajitart
Activity Score 53

100% agree with Nike Diesel

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