Cannes Lions

Dictators

BLACKNINJA COMUNICAÇÃO, Recife / SANSA SANDWICHES AND SALADS / 2016

Presentation Image
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Digital Proof JPG

Overview

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Credits

Overview

Description

Sansa is a healthy restaurant of natural snacks competing directly with the traditional fast food chains. Sansa’s position is very clear: Fast Good Food. We decided to show to people that they are free to choose what is best for their health by making healthier choices on what they eat. Moreover, to re-take control of their own health is an act of freedom. For that to happen, Sansa ironically illustrated the dictatorship fast food by mixing the mascots of fast food big chains with famous dictators of history in a piece of art with a pop culture appealing.

Execution

We had opted for using vibrant colors illustrations as a more pop and friendly approach to Sansa’s consumers of open-minded young people. For the argument to be strong, the idea needed to be clear and objective without any other unnecessary information. Because of this, the design is minimalist, focused on the idea and showing copy and brand without any excesses. The used colors refer to the fast food brands used on the parody of each ad piece.

Outcome

Because of its clear positioning towards traditional fast foods, the campaign had an instant repercussion in specialized media about health and well-being, making a new and barely-known brand as Sansa to become popular within its market and even featured by international media channels. More than to being recognized, Sansa became an admired brand by health lifestyle ambassadors.

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