Primus: Buddies, 1

Advertising Agency: Lew'Lara\TBWA, Brazil
Creative Directors: Jaques Lewkowicz, André Laurentino, Victor Sant'Anna, Felipe Luchi
Copywriter: Toni Fernandes
Art Director: Leo Claret
Graphic Production:: Marcos Pedra
Account Team: Marcio Oliveira, Ricardo Forli, Rodrigo Bochicchio e Felipe Oliveira
Photo: Gustavo Lacerda/ FURIA

October 2008


jsantanaxp's picture
397 pencils

great art direction.


Guest commenter's picture
Guest commenter

The "No matter what happens" is not really necessary.

Otherwise, it's a relatively crappy idea made OK through
the engaging visual.

STRTLRS's picture
1601 pencils

That line is totally necessary and this is a graphic campaign. What's puzzling me is that there's always 4 guys and only 3 girls.

Good photos and art direction.

I think, therefore... yeah.

SeanMartin's picture

Well, considering the guy in the middle is making eye contact with the waiter, I dont think the other two have much to worry about.

Overall? It's... cute. But it feels a little off somehow, like they didnt really make the best use of space in the layout. But that's a minor quibble, I think, just enough of an annoyance to make me wonder why they didnt push this a little further, design-wise.

Alfonso's picture

The guy that lasts is mormon.

playa's picture
80 pencils

really lovely composing


Chipp's picture
24 pencils

Brilliant visuals, very engaging and i'd stop to look at it.

roi zhang's picture
roi zhang
132 pencils

like it

dico's picture
332 pencils

excellent art!!!

Elrehpani's picture

la idea es regular pero la gráfica y la dirección de arte lo hace fantástico

BE MY GUEST's picture
44 pencils

Nice work! :)

pyramid's picture
19 pencils

la dir de arte se zarpa!

Losvanvan's picture

Bonito arte, pero la idea es absurda y parece pensada por niños.
Por favor, la publicidad tiene que conectar, con quien creen que conecte ese anuncio ?
Con nadie.

Guest's picture

Tu criticas sin compreender a que publico esta direcionado el anuncio, Primus es la cerveza mas barata de Brasil, vendida a un publico en general de classe muy baja, que no tiene un trabajo de verdad, sus hijos no tienen libros, viven en una favela, pero para estas personas, se hay diñero para una cerveza con los amigos no hace falta nada mas, la vida esta perfecta. El anuncio esta muy bien para el publico a que se conecta.

Prakash Jayashanmugam's picture
Prakash Jayasha...
85 pencils

..nice art


ZZbottom's picture
111 pencils

agree with "no matter what happens" not really necessary. nice campaign anyway.


john doe's picture
john doe
1571 pencils

I do not quite understand the bad or average ratings nowadays on aotw.
Especially for this campaign. It is fun. It is very well made and perfect for a beer brand. Congrats!
For me at least 7/10.

imtiyaz ali's picture
imtiyaz ali
14 pencils

Nice Art direction


CR_AD's picture
413 pencils

Beautiful art direction !

iamcreative's picture
262 pencils

nice art direction but no idea.

Moreira's picture

In Brazil there is a popular expression very common nowadays wich says: "Let's go drinkin' couse the world it's up to an end", or something like that. So this campaign sells and talks straight to the target. Excellent in art direction and concept.

luispiter's picture
2756 pencils


i like it.. the fabulous art dierction

Hibon's picture
3734 pencils

great art direction. (i would prefer a great idea, because this is what agencies are payed for.... IDEAS !!!!)

Simple ideas are the best !

STRTLRS's picture
1601 pencils

Agencies are paid to meet expectations. If a client asks for a turd on a plate, there's no need to give him a turd on a plate with flowers,fireworks and nachos belgrande coming out of it. Agencies are there to help the client sell their product or service. No need to over embellish a campaign for a product that doesn't need it. I think this campaign is solid, speaks to the demographic and sells. Sell. Not promote. Not beautify. Not create. Sell.

I think, therefore... yeah.

Guest commenter's picture
Guest commenter

So this is finaly a good idea because is what the agency recommended to the client to sell the product. i agree with you, ideas is what agencies are paid for !!!!

Guest commenter's picture
Guest commenter

it looks like an old idea though da art direction can be called moderate overall effect is gud....

s.ahmar's picture

is this......Human or Alien, nobody enjoing these kind of situations (imagine 9-11 in USA or Tusnami etc.....

Log in or register to post comments