McCann Buenos Aires teamed up with photographer Gaby Messina for its latest campaign for Nesquik.
Messina, who is also a mother of twins who appear in the campaign, was tasked with documenting mornings at the houses of various children. The campaign consists of two broadcast spots, OOH, print and digital, all communicating the brand’s message of “You Get Them Up, But Nesquik Wakes Them Up” or “You Get Them Out of Bed, Nesquik Awakes Them,” depending on the translation. The approach functions to document mornings as a way of solidifying Nesquik’s role as part of the morning routine and a beverage of choice for kids at breakfast. Messina‘s visual style holds things together, as she presents what appear as intimate family moments, often featuring her own children. See below for an example from the print campaign.
“Nesquik tries to reflect the importance of breakfast, especially for the new generation of kids, much more emotional and awake,” explained McCann Buenos Aires president Chavo D’Emilio. “For that we came up with a more sensible approach which combines in a more reflexive and visual way the awakening of those kids.”
Credits:
AGENCY: McCann Buenos Aires
CEO: Aníbal Perez Zarlenga
GENERAL CREATIVE DIRECTOR: Chavo D´Emilio
CREATIVE DIRECTORS: Diego Livachoff /Pablo Miñarro
HEAD OF AUDIOVISUAL VISUAL PRODUCTION: Federico Salday
ACCOUNT DIRECTOR: Paula Montes
ACCOUNT EXECUTIVE: Eliana Gonzalez
PRODUCTION HOUSE: Awards Cine
FILM DIRECTOR: Gaby Messina
EXECUTIVE PRODUCER: Mariano Scarpatti
HEAD OF PRODUCTION: Mara Paulon
PHOTOGRAPHY DIRECTOR: Guillermo Romero
ART DIRECTOR: Sole Chavarria
POST PRODUCTION COORDINATOR: Melisa Cambre
EDITOR: Melisa Cambre
POSTPRODUCTION: Sin Sistema
SOUNDTRACK: Indigo
CLIENT APPROVAL: Florencia Romero/Gastón Castello