
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.
- Spot

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