Dieste: Pudimos comunicar el beneficio del producto de manera inesperada y orgánica
Dieste will compete in Cannes Lions with Lettterbox for the energizing drink GoTime. The campaign was based on the notion of staying awake late at night when people are watching TV. The execution was innovative since they created a disruption of the television experience that was fun and unexpected. “We used the Letterbox element, known by most TV viewers, as a metaphor for eyelids, in which as the live programming was closing, it created the illusion that you are falling asleep. That way we could communicate the product’s benefits in an unexpected and organic way” explained the agency. The creative team behind the campaign includes Ciro Sarmiento, CCO of the agency; Raúl Méndez, Associate Creative Director and Gustavo “Zeta” Zapata, Head of Art. The production company was Republic Editorial and Jaime Andrade the Account Marketing Director.
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