Belcuore Strong Coffee: Road

Advertising Agency: Ogilvy, Brazil
Executive Creative Director: Anselmo Ramos
Creative Director: Claudio Lima
Copywriter: Eduardo Marques
Art Directors: Lucas Zaiden, André Kirkelis, Vinicius Valeiro
Photographer Lucio Cunha
Illustrator: Vinicius Valeiro
Art Buyer Nanci Bonani
Media: Sergio Brotto / Toco
Published: April 2011


Hammad S's picture
Hammad S
492 pencils

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
2385 pencils

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
1800 pencils

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

HappyHour's picture
2385 pencils

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

SenaCinar's picture
6 pencils

I guess they don't have a copywriter :/

Nike Diesel's picture
Nike Diesel
13389 pencils

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
16 pencils

great concept
i love it

ajitart's picture
53 pencils

100% agree with Nike Diesel

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