Shortlisted at Cannes AdvertisingFestival

Description

Problem:
Ragú Sauce was seen like an everyday sauce and not seen as a quality sauce choice.

Solution:
Create real stories, that showcased unique human truths, that the consumer can relate to, that makes the sauce the hero and a symbol of quality. Campaign “The Secret is in the Sauce”

Success:
People recognized the ads. The selling numbers for the sauce became higher than expected. They asked for unique creative for the next campaigns. The ads garnered a lot of worldwide awards. The “Girl” ad was even used in the African market by a JWT agency.

Awards:
“Father & Son”
Cannes Advertising Festival – Short List
London International Festival
New York Film Festival
Clio Awards
The Gunn Report
Shots Magazine
The Association of Hispanic Advertising Agencies (AHAA)
Cuspide (PR awards)

Ragú “Spaguetti Girl” TV Commercial;
Cuspide (PR awards)
Gold; FIAP (Iberoamerican Festival)
Bronze; Clio Awards
Bronze, El Sol (San Sebastian, Spain)
Bronze, London International Festival
Finalist, New York Festival
Gunn Report 2005 (100 most awarded TV Commercials of 2005)

Role

Art Director / Conceptualization / Casting / Production and Supervision of TV commercial / Editing

For

Unilever-Ragú

Date

2004-2005

Type

TV Commercials

Creative Team:

Jaime Rosado, Rafa Sepulveda, Sofia Gonzalez