| 內容簡介 | Saatchi and Saatchi is a name synonymous with success. The company enjoys a reputation for startling creative work while millions of pounds of business pass through its worldwide offices every year. But could the latest brief prove problematic? With a £20 million budget, Saatchi and Saatchi has been charged with turning new Brazilian spirit, Sagatiba into a globally recognised brand like Bacardi or Smirnoff. The only problem is, no one outside Brazil has heard of it. Sagatiba is the up-market version of Brazil’s national spirit – cachaca. Brazil currently exports roughly 1% of its cachaca whereas Russia exports 50% of its vodka, so creating a brand that will make its mark worldwide is quite a challenge. Saatchi and Saatchi’s creative team must also avoid Brazilian clichés: so no bananas on the head or tropical birds then. Following the creation of a press and poster campaign for Sagatiba, this programme reveals the innerworkings of a top flight advertising agency: the brainstorms, research, redesign after redesign and the late night, agonising decisions that are all part of the creative process. After many visits ‘back to the drawing board’, the team decide on an iconic image – the statue of Jesus in Rio brought to life as hip, young guy – and a slogan ‘Pure Spirit of Brazil’. The client loves it. Next stop Sao Paulo for the photoshoot. Can the Saatchi production team overcome some very wet weather and photographer problems to get the shots they need?
Did you know?
Sagatiba is distilled from sugar-cane. The result of state-of-the-art distillation techniques and traditional production methods, Sagatiba means ‘the Infinite Saga’. FACTS<摘錄自媒體封面或內頁> |