Cannes Lions

COFFEE DRINKERS

DIESTE, Dallas / GOYA FOODS / 2016

Presentation Image
Supporting Images
Digital Proof JPG
1 of 0 items

Overview

Entries

Credits

Overview

Description

The two prints are made to enjoy its reading. The typographic name is part of the design that makes the piece attractive. Each execution is elaborated with a composition of more than 5000 characters in a way that one will be able to read two different messages on the same image. The most outstanding element in the piece is the product: GOYA Coffee.

The print campaign will have the support of social media posts, using the same type of word play with the two type of coffee drinkers, the ones that ask for an impossible order and the ones that like real coffee. GOYA coffee is one of the brand’s key products because it represents authenticity and latin flavor. To encourage this idea is one of GOYAS’s objectives.

This will be launched in April and will remain on the market during the months of May and June.

Execution

The two prints are made to enjoy its reading. The typography name is part of the design that makes the piece attractive and to remark the creative idea.

Each execution is elaborated with a composition of more than 5000 characters in a way that one will be able to read two different messages on the same image. The design process had each letter placed individually. To make the reading easier, we separated all the words in the first rows until they gradually merged together leaving all the characters equidistant from one another. We also kept all the punctuation marks gave each word a different color to distinguish them.

The most outstanding element in the piece is the product: GOYA Coffee.

The print campaign will have the support of social media posts, using the same type of word play with the two types of coffee drinkers.

Outcome

We projected GOYA’s main objective, which is to promote authentic quality taste Latin products. We also appealed to out target consumer by acknowledging their choices and taste for a simple cup of coffee. This will be launched in April and will remain on the market during the months of May and June.

Similar Campaigns

12 items

Prodigal son

DIESTE, Dallas

Prodigal son

2017, GOYA FOODS

(opens in a new tab)