Hipercor commissioned us to create a digital and retail campaign to promote their fresh products.
When we think about fresh foods, we think about feelings and emotions, we think about the happiness we get when we eat them. A happiness that's comparable to the emotions and experiences we feel for any event that's really memorable to us.
We based all our campaign in that moments of happiness eating an extraordinary fresh product.
THE AIM Improve the image and perception of the Hipercor brand in the fresh product territory between the target (not regular customers) through a series of Youtube interactive videos, generic TV spot, print ads and retail experience.
THE CONCEPT "Fresquicidad"
In trying Hipercor's fresh products for ourselves, the words 'fresh' and 'happiness' immediately came to mind. We couldn't think of a Spanish word the fully captured this feeling, so we decided to create one: Fresquicidad.
What does Fresquicidad mean? We taught customers that fresquicidad meant "pleasant and physical satisfaction that happens every time you see or eat a really good fresh product."
CLIENT Hipercor, 2016
AGENCY Havas Worldwide
ROLE Creative concept, Art Direction
Mimar StudioBrand Identity & Digital Content creation
LoeweGlobal Brand Campaign
YSLBlack Opium Launch Campaign
XBankBrand Identity & UX/UI
Mercedes-BenzSLK Special Launch Actions
DisneyBeauty & the Beast Premiere
Armand BasiIn Me Launch Campaign
IQOSPink & Blue Launch Video
Full EarthPackaging Design