Arla Foods wanted to implement BTL activations in super markets, and a strong yet easy to understand concept was needed first. After researching the company and their unique approach to their process, respect for their livestock, their workers, country {Denmark} and their products, a visual came to me: a happy world where people are happy to work, and it shows in their products. From there, the Big Idea of "Naturally Cheese" {«Naturalmente Queso» in Spanish; the campaign is to be implemented in Mexico} was more than ideal for the message the brand wanted to communicate.
The idea for the BTL activations and demo stand is a simplified version of a Rube-Goldberg machine, in which a simple action is performed by a more complex contraption. In this case, the contraption has very few steps.
Creative direction and copywriting: Jorge Inchaurregui Elizarraras
Art direction and graphic design: Francisco Zarazúa Iturribarría
