Category: Non-Alcoholic Drinks
Advertiser: ARCOR
Product/Service: ARCOR JUICES
Agency: LEO BURNETT ARGENTINA
Production Company: PANK FILMS, Buenos Aires, ARGENTINA
Chief Creative Officer: Seto Olivieri
Creative Director: Dauquen Chabeldin
Agency Producer: Francisco Tanto
Account Supervisor: Marina Figoli
Advertiser's Supervisor: R. De Gamboa/J. P. Vicentini/M. Cordero/E. Marques/A. Cobeñas/A. Palacios/M. E. Carbajales
Producer: Lucas Urquiza
Director: Javier Atholz
Editor: Mauro Carpinacci
Sound Design/Arrangement: Inaudito
Post Production: Karina Torres/Edgar Allan Post
Music: Diego Grimblat
Director Of Photography: Nicolás Trovato
Director Of Photography: Nicolás Trovato
Other Credits: Scriptwriter: Diego "boliga" Ayuste
English Description
Arcor juices were launched in a market absolutely lead by the TANG brand.
The campaign was targeted to the family as a whole, that is a whole family was the main character. The campaign was intended to launch a powdered juice, a product which itself was quite plain. Because of this, we decided to build a story around the product based on a family insight: The disappearance of certain food product.
In this way, the story of ¨The Juice Mystery¨ was born, which involved a very large family, a disappearing glass of juice and a hands-on detective willing to solve the case.
The campaign was begun by stating the case, then by presenting different statements from the family members, and last in the WEB, where consumers were able to solve the case.
The campaign was a tremendous success, the new Arcor juices were placed in the market and the campaign was highly recalled.