Maggi: Crane house

With a soup, you're always at home.

Advertising Agency: Publicitas/Publicis S&S, Ecuador
Creative Director: Mariano Ponzano
Art Directors: José Iturralde, Mariano Ponzano
Account Director: José Gabela

March, 2011


kleenex's picture
41140 pencils

I love the concept.

Ron Burgundy's picture
Ron Burgundy
1634 pencils

I like the idea, art direction seems dark for such a warm idea

Itumeleng _obsessive re-thinker's picture
Itumeleng _obse...
78 pencils

Yep i totaly agree.... copy is also enticing nontheless

atb2005's picture
13561 pencils

The dark background or "art direction' makes the logo, text, and soup plate stand out.. Perfect, as it is.

bakamono's picture
1002 pencils

On a dark gloomy day all you really want is some warm soup for your soul. That is the reason they went for dark instead of a happy rainbows and unicorns day.

because therefore it is

Ron Burgundy's picture
Ron Burgundy
1634 pencils

I see your point :)

IDK, Im just not feelin everything dark...maybe a light on in the house so I know he/she is enjoying it.

cool campaign though.

thedesignaddict's picture
5403 pencils

I like the idea. I don't like the parchment paper background though. It don't seem relevant or connected to anything.

HappyHour's picture
2381 pencils

I'm confused as to why people like these.

The two lines of copy contradict each other. Headline says soup can make anywhere home, tagline says "true magic" only happens at the real home.

If there was ever an idea here, it was lost in the process. These ads would work for some sort of soup-on-the-go...but as it is now, it's just an ad for the soup category, and an inane one at that.

Vingy's picture
474 pencils

You make soup on your home and then you take it to your job...

atb2005's picture
13561 pencils

There is nothing lost, HappyHour. Everything makes sense. I like your avatar. Very cute.. haha

HappyHour's picture
2381 pencils

What's Maggi's USP here?

abake's picture
1264 pencils

I like the idea of a soup making you feel at home and how it was executed, but the art isn't that nice.
As for the selling line, I suppose they are stuck with it from some global guideline.

mattndan's picture
953 pencils

Apart from the lines contradicting each other these are good. The insight is spot on.

bakamono's picture
1002 pencils

Yeah not sure why they thought that parchment paper background was the way to go here. I like the line "With a soup, you're always at home." Home can be anywhere, your home now or maybe when you were a kid. I agree that the yellow tag slogan is out of place.

Learning something new everyday ;P

because therefore it is

rakhal's picture
141 pencils

Good idea, Bad art, Ugly ground

wildbore's picture
749 pencils

effective & nice!

shahidali's picture
4069 pencils

Creating a literal visual for 'anywhere at home' is not the cleverest idea for Maggi. I agree to the comments above on the gloomy atmosphere. A brand like maggi should not associate itself with such gloom. Its not overcast, its gloom.


shortafella's picture
1063 pencils

great idea and great print!

mattndan's picture
953 pencils

I don't mine the dark/overcast look. There's nothing better than having a flask of soup to warm you up on a cold,rainy winters day.

mr.x's picture
998 pencils

weak as hell

bobby666's picture
1460 pencils

good concept and great execution. i like it

antoniobac's picture
192 pencils

nice work

Lazarus's picture
1536 pencils


Arce's picture
20 pencils

I like the idea, good job, but the art direction is poor.


brisham's picture
18 pencils

cool. i like it

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