HAVE A TASTEFUL JOURNEY

TitleHAVE A TASTEFUL JOURNEY
BrandPAULIG
Product/ServiceCITY COFFEES
Category B01. Fast Moving Consumer Goods
Entrant BOB THE ROBOT Helsinki, FINLAND
Idea Creation BOB THE ROBOT Helsinki, FINLAND
Production BOB THE ROBOT Helsinki, FINLAND
Production 2 FLC Helsinki, FINLAND
Credits
Name Company Position
Riku Eteläkoski Bob the Robot Creative
Juha Nikkilä Bob the Robot Creative
Anu Igoni Bob the Robot Creative Director
Kaija Rossi Bob the Robot Head of Client Group
Antti Saarela Bob the Robot Account Manager
Kasimir Häiväoja FLC Helsinki Head of Post Production
Artem Pissarevskiy FLC Helsinki Post Production
Erkko Huhtamäki FLC Helsinki Post Production

Cultural / Context information for the jury

The coffee category is culturally very important to Finns as we consume the most coffee per capita in the world. A typical coffee advertisement in Finland is conventional and features dark brown visuality and brands bragging about their craftsmanship. Being different was not only a challenge, but also an opportunity. Paulig’s product line, City Coffees, introduce blends that are inspired by the coffee type of the city. Our task was to create a new MarCom concept for the brand. A key insight was the fact that our young urban target audience had travelled the world and already had an emotional connection to many of the cities. The task was to evoke this connection and attach it to the Paulig brand in an intelligent, modern manner. “Have a pleasant journey” was the tagline for the campaign.

Translation. Provide a full English translation of any text.

“Have a pleasant journey” was the tagline for the campaign.

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Smaller, the size is 1182 x 1735mm.