RICAS® CRACKERS
This year, RICAS® needed to send a message: We are the perfect snack when you are hungry.
So we made the concept: Don't let the hunger control you! Beat it with the taste of RICAS®.
We develop the campaign based on this idea.
CREATIVE DIRECTOR: Iván Coello
ART DIRECTOR: Me
COPY: Erika Romero
For the TV spot, we prepared and idea: The hunger is a character who want to control you with his powers. An hypnotist with an 80's showman style. RICAS® will appear just the time when you need them.
TV SPOT: DON'T LET THE HUNGER CONTROL YOU
In the graphic material we needed to focus on Mini Markets and little stores with a more powerful and short idea. So, we made the cracker smashing literally the hunger.
The first concept of the smashing hunger.
Breaking in a half.
We take advantage of the idea to impulse the launch of a new product under the brand umbrella. Big Crackers to enjoy in breakfast with family at home. RICAS® DORÉ®.
FINAL RENDERS of the concept art.
FINAL ILLUSTRATIONS
By DAVID CHUNG.
The campaign result in a success for the brand with more sales and brand recognition.
