SAME IS NOT THE SAME

IGUAL NO TE DA IGUAL - PLÁTANOS DE CANARIAS

SAME IS NOT

THE SAME

CANARY ISLANDS PLANTAIN

IGP Campaign to position the Canary Islands Plantain as a premium choice over bananas and to stress knowledge about the IGP seal value..

IGUAL NO TE DA IGUAL

THE

CHALLENGE

Finding a different and creative way to communicate the IGP seal and persuading a target that does not acknowledge the difference between plantains and bananas. This had to be done with rational arguments, without mentioning bananas as a lower quality product.

THE

goal

Taking advantage of rational arguments to appeal to emotions by using sense of humor.

our

approach

Instead of resorting to the rational benefits you got when choosing the Canary Islands Plantain, we held on to what you missed when you chose bananas. The message you were giving to your family when you did not take home the very best. We used the relationship between a teenage boy and his father to surprise the viewer even more when they saw a teenager of a much more committed generation using solid, yet funny arguments to convince his father.