Design / Shortlist

Título: STONE MILK
Agência: FCB Brasil
Anunciante: CLUBE DE CRIAÇÃO

Diretor de criação: FABIO SIMÕES “SIMON” / RAFAEL BERETTA / ROMERO CAVALCANTI

Redator:: RICARDO PORTO

Atendimento: DANIEL GABRIOLLI / VANESSA HANNUD / MARIANA NEVES

Produtora de som: ANTFOOD

Outros créditos: GERSON LUPATINI / ELAINE SANTOS / RICARDO BRANDÃO / FABIO FREITAS / VINICIUS LOSCHIAVO / GERMANO OLIVIERA / CHARLES NOBILI / PEDRO LAZZURI / ALBERTO LOPES / SERGIO SALLES / MARCIA GUIMARAES / CAMILA CARRIERI / EQUIPE VETOR ZERO / MAISA MENDONÇA / CHRISTIANE RACHEL / LOU SCHMIDT / PEDRO BOSTARIS / SEAN MCGOVERN / PABLO HOMEM DE MELLO / TIAGO LINS / WILSON BROWN /

Sinopse: “Getting milk out of a stone” is a Brazilian idiom, very similar to “getting blood out of a stone”, which means getting a great outcome from an adverse situation. Pretty much what we creatives have to do in every job.

The 2016 edition of the Brazilian Creative Club Festival came in a particularly tough year: a deep crisis in Brazil, clients with small budgets, that is, hard times for agencies. How could we bring relevance for a festival about creativity in a scenario like that?

Our solution: we launched a new product, the Stone Milk (Leite de Pedra). This milk is produced by everyone who innovates even in hard times.

We first developed a whole brand identity for the Stone Milk. With a minimalist design, the milk arrived at agencies and clients. The nutritional facts table on the label showed people what to expect from the festival. We also counted on films, print ads, posters and PR efforts to advertise the Brazilian Creative Club Festival by promoting the Stone Milk.

Diretor de Arte: STEFANO DE LUCCIA

Produtora: VETOR ZERO

Diretor: MATEUS DE PAULA SANTOS / DIOGO KALIL