Advertiser: BIMBO
Agency: DRAFTFCB MEXICO
Category: Foods & Drinks
Advertising campaign: EAT YOUR FAVORITE SONG
Creative Vice President: Ignacio Zuccarino (Draftfcb )
Senior Art Director: Rodolfo Avila (Draftfcb )
Vice President Planning: Mariana Hernandez (Draftfcb )
Creative Director: Oscar Mendoza (Draftfcb )
Account Director: Paulina Fernández (Draftfcb)
Director: Pierre Tatarka (Brixton Films)
Senior Copywriter: Rodrigo Serrano (Draftfcb )
Coding Director: Diego Carrera (Astrata)
Producer: Dolores Muro de Nadal (Draftfcb )
Executive Creative Director: Dora Barcenas (Draftfcb )
Photographer: Jean Berard (JB Fotografía)
Executive Creative Director: Ariel Senzacqua (Draftfcb )
Producer: Carlos Estrada (Brixton Films)
Head of Art: Edgar Rodriguez (Draftfcb )
Head Of Production: Enrique Santos (Brixton Films)
Creative Director: Ivonne Casillas (Draftfcb )
Lawyer And Partner: León Felipe Sanchez (Fulton & Fulton, S.C.)
Account Grouper: Luisa Pinto (Draftfcb )
Brief Explanation
Bimbo launched a new kind of bread: thins. Consumers weren't sure what kind of recipes they could prepare. We created a unique recipe book: a website that transforms songs into recipes. 1. We sorted out songs according to 5 values: loudness, rythm, energy, danceability and liveness.2. We associated each value into 5 groups of ingredients: main, vegetable, dressing, condiment and a surprise ingredient. 3. Depending on the amount of each of these 5 values that the song has, it will get one ingredient or another. 4. It links music genre and region for the final touch.