Turinta: Cheese

The faster you get there, the better.

Print and poster campaign for the leader publisher and distributor of maps and guides in Portugal.

Advertising Agency: Mccann-Erickson, Lisbon, Portugal
Creative Director: Fred Fannon
Art Director: Raoul van Harten
Copywriter: Filipe Graça
Photographers: Fred van Zeller, Krypton Photo
Published: March 2010


Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

I like the ad, but is this really the right way to sell it? I'm instantly reminded of GPS navigation. A benefit of maps could be that they don't use batteries.

Guest's picture

he is right, will it be faster if you use GPS instead of map?

Guest's picture

don't use batteries? what kind of suggestion is that?

Dzsoi's picture
6717 pencils

I guess he is saying they should have come up with a strategy that makes ppl prefer printed maps over GPS. A for/against argument is that maps don't need batteries.

morse's picture
16609 pencils

Haha, very good strategy here.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture

Jack Mancer is right!!! No batteries! Great ads could be done with this (i think)

everartz's picture
7611 pencils

something i dont like about the photo retouching.. maybe too much shadows, im not sure, besides they can use the icebox to keep their food fresh!

| Everartz |

jackblack's picture
2328 pencils


michelangelo's picture
660 pencils

usp of the product (in this case the 'map') versus a gps (the competitor with the upper hand) this is going to be a fun brief to work on

BananAd's picture
103 pencils


BananAd's picture
103 pencils


Guest's picture

Grate! :)

Chelsey Homan's picture
Chelsey Homan
90 pencils

hahaha! I love the campaign idea. But why cheese?! Other, less weird things go bad faster. Unless Portugal has a cultural thing about cheese?

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