Jose Roberto Jekl
São Paulo, Brazil
TitlePillow
Title (original language)Travesseiro
Agency
Campaign Pillow
Advertiser General Mills
Brand Frescarini
Date of First Broadcast/Publication 2004 / 5
Product (original language) Massa Fresca
Business Sector Rice, Pasta, Dehydrated Vegetables & Cereals
Story Double-page spread with an appetite appeal shot of a plate of pasta on one page. On the other, the headline has been scratched into fresh pasta. The message emphasizes the superior quality of the product, made with fresh pasta and much more filling. It plays on the pillow-shaped pasta and the fact that it’s the pasta of your dreams.
Story (original language) Anúncio de página dupla onde aparece um prato montado com a massa pronta em uma página e na outra o título riscado sobre uma massa fresca. A mensagem fala da qualidade superior do produto, com massa fresca e muito mais recheio. Brinca com o formato de travesseiro da massa e o fato de ser uma massa dos sonhos.
Philosophy The title scratched into the pasta is a visual representation typical of fresh-made home pasta, a concept which we wanted to appropriate. The photo of the ready-made pasta was clear enough to demonstrate how much filling the product contains.
Philosophy (original language) O título riscado sobre a massa é uma representação visual característica das massas frescas e caseiras, conceito do qual queríamos nos apropriar. O prato com a massa pronto apresentou uma foto suficientemente clara para se perceber a quantidade de recheio que havia lá dentro.
Problem Frescarini relaunched its entire line of fresh pasta with product improvements and new packaging. The pasta is now lighter and comes with more filling. The communication needed to clearly demonstrate these two differentials.
Problem (original language) A Frescarini relançou toda a sua linha de massas frescas, com ajustes de produto e embalagem. As massas se tornaram mais leves e a quantidade de recheio aumentou. Era preciso que a comunicação demonstrasse claramente esses dois diferenciais.
Media Type Magazine
Market Brazil
Creative Director
Creative Director
Art Director
Copywriter
Agency Producer
Account Director
Copywriter
Agency Producer
Account Director
Account Executive
Photographer

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