Hasta La Creative!

JWT Brazil has a new campaign attempting to make decaf seem like an enticing option for Pilão Decaf.

Now decaf coffee is a pretty hard sell, other than with those can’t have caffeine for health reasons, but JWT Brazil came up with an interesting angle. The campaign sets out to prove that decaf coffee, like regular coffee, can be a great working companion — even without the stimulative benefits of caffeine. So they show that great things can be achieved after some sleep by highlighting great breathroughs made after a good night’s sleep, inspired by dreams. In the animated spot above, for example, JWT Brazil tells the story of Dmitri Mendeleev, who got the idea for the period table of the elements in a dream. Unfortunately, the narrative being set to a lullaby only detracts from its impact. The print campaign is more effective, utilizing surreal, dream-like imagery in telling the story of other important ideas inspired by dreams. Stick around after the jump for an example of the print campaign, along with credits. continued…

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JWT Brazil, the agency responsible for the “91 Rock Clock” progressive wake-up app and turning Brazilian teen mag Capricho into an iPhone amplifier for Coca-Cola FM has a new project raising breast cancer awareness for A.C. Camargo Cancer Center.

Dubbed the “Anti Cancer Paste Up,” the project uses the graffiti and tagging around Sao Paulo to raise awareness for breast cancer. The narrator of the spot remarks that everyone always assumes the graffiti was done by male artists. So JWT used painted posters over the graffiti of several artists, in each case pasting over an image of a breast with a post-mastectomy image, in an attempt to spread the message that breast cancer “is a real problem and…can happen to anyone.” The WPP-owned agency hopes that the “youthful language” of graffiti can help them reach young women and convince them to get breast exams that can result in a 90% treatment success rate. It’s the kind of innovative and unusual approach we’ve come to expect from JWT, and should turn some heads to raise awareness of an issue that’s much too easy to ignore. Credits after the jump.
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New Career Opportunities Daily: The best jobs in media.