Category: Direction
Advertiser: DIA%
Product/Service: SUPERMARKET
Agency: LEO BURNETT IBERIA
Production Company: GARLIC FILMS, Madrid, SPAIN
Chief Creative Officer: Juan Garcia-Escudero
Creative Director: Juan Sevilla/Juan Christmann/Fernando Martin
Copywriter: Roberto Luque/Adrian Ager
Art Director: Gilberto Barros/Nerea Daza
Agency Producer: Alvaro Aparicio/Natacha Martin
Account Supervisor: Maria Ferrandez/Alejandra Gutierrez
Director: Miguel Bueno
Production Designer: Miguel Bueno
Production Designer: Miguel Bueno
English Description
The Dia supermarket chain had always focused its marketing on low prices, becoming the reference for hard-discount brands in Spain. This time however, they wanted to include within their value proposition that they are also the supermarket chain with the biggest national presence as with 1,500 opened shops.
Idea
We removed the physical barriers between the supermarket and people’s homes in order to show that there is always a DIA supermarket near you. We created a balance between price, quality and closeness in a comfortable and family atmosphere.