JWT Brazil has a new campaign attempting to make decaf seem like an enticing option for Pilão Decaf.
Now decaf coffee is a pretty hard sell, other than with those can’t have caffeine for health reasons, but JWT Brazil came up with an interesting angle. The campaign sets out to prove that decaf coffee, like regular coffee, can be a great working companion — even without the stimulative benefits of caffeine. So they show that great things can be achieved after some sleep by highlighting great breathroughs made after a good night’s sleep, inspired by dreams. In the animated spot above, for example, JWT Brazil tells the story of Dmitri Mendeleev, who got the idea for the period table of the elements in a dream. Unfortunately, the narrative being set to a lullaby only detracts from its impact. The print campaign is more effective, utilizing surreal, dream-like imagery in telling the story of other important ideas inspired by dreams. Stick around after the jump for an example of the print campaign, along with credits.
Agency: JWT Brazil
Client: Master Blenders
Product: Pilão Decaf
CCO: Ricardo John
Head of art: Fábio Simoes
Creative Director: Erick Rosa
Copywriter: Fernando Duarte
RTV Director: Márcia Lacaze
Clean up: Guma / Lucas Fiacadori
Production Company Account: Marcel Yin Weckx
Sound Production Company: Big Foote Audio
Music Production: Equipe Bigfoote
Locutor: Pascoal da Conceição and Marcelo Meirelles/ Mark Grandfield
Illustration: Pedro Hefs, Thiago Arrighi
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