MERCADEO Versión en español
ALMA made a realistic billboard to prove Glad´s effectiveness
Manuela Walfenzao| 22 de mayo de 2015
ALMA demostró la eficiencia de Glad para conservar los alimentos frescos por más tiempo
In a BTL activation, ALMA proved Glad´s efficiency to keep foods fresher for longer. With the title Glad Fresh vs. Rotten, they created a billboard that proved the product´s effectiveness in real time.The installation consisted of a billboard with orange slices that was placed out in the streets. Some of the slices were wrapped in Glad plastic to preserve foods and others were exposed to the elements. The ones wrapped in glad remained fresh all week, whereas the others started drying out until they rotted. Aside from being a very eye-catching piece for passersby, it proved the virtues of the product perfectly well.Luis Miguel Messianu the CCO at ALMA who impulsed the creative team, together with Álvar Suñol, the agency´s SVP and Executive Creative Director, to carry out this installation that will be competing in the 2015 Cannes Festival. The creative director Christian Liu, together with Jaume Rodríguez, Associate Creative Director, coordinated the process with Luis Aguilera, Art Director and Mimi Cossio in the production. The video was made with the producer Letca and was directed by Jorge Colon.
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