Caminito VHS | Branding Ambev
Briefing
The main challenge was to create an emotional bridge between the renowned bar in Brasília and the cherished cultural memory of the Caminito neighborhood, promoting Argentine culture and cuisine. It was necessary to devise an approach that not only paid homage to the rich heritage of the establishment but also deeply resonated with the audience, evoking feelings of nostalgia and appreciation for Argentine tradition.
Solution
To establish an emotional connection between the renowned bar in Brasília and the cultural heritage of the Caminito neighborhood, our solution focused on nostalgic design. We chose to create a custom VHS tape, designed to capture the vibrant and colorful essence of Caminito. This retro choice aimed to evoke a sense of nostalgia, harking back to the times when VHS tapes were a primary means of sharing videos and memories. The design of the tape was not just a visual homage to the establishment's heritage but also a vehicle to convey warmth and authenticity, faithfully reflecting the brand's identity and values. Moreover, to merge the charm of the past with the convenience of the digital era, we integrated a QR code into the VHS tape's packaging. This code not only simplifies access to the video content on digital platforms but also acts as a bridge between the analog and digital, allowing users to immerse in Argentine culture through modern technology. This approach not only resolved the challenge of promoting Argentine culture and cuisine in a meaningful way but also created a memorable experience for the customers, strengthening the emotional bond with the brand.
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