The Cafe Itau campaign goes hand-in-hand with the carpe diem belief that people will never look back on all those times they had a good night's sleep. In this case, naps are under attack--and for good reason. As the tag line reads, "You nap, you lose." Three people show what they have lost on their eyelids. For instance, one woman missed out on the end of the movie while a man didn't get the chance to see his neighbor naked.
Created by Brazil-based ad agency RC Comunicação, the Cafe Itau campaign was art directed by Eduardo Araújo with creative direction by Guilherme Araújo and photography by Blink Images. In order to never miss out again, the Cafe Itau campaign promotes a good dose of caffeine.
Typographical Eyelid Ads
The Cafe Itau Campaign Shows What People Lose When They Nap
Trend Themes
1. Typographical Eyelid Ads - Using eyelids as advertising space can create disruptive innovation opportunities in the field of outdoor advertising.
2. Carpe Diem Messaging - Incorporating the carpe diem belief into advertising campaigns can disrupt consumer behavior and encourage a sense of urgency.
3. Interactive Advertising - Creating interactive campaigns that engage consumers and require their participation can lead to disruptive innovation in the advertising industry.
Industry Implications
1. Advertising - The Cafe Itau campaign demonstrates the potential for disruptive innovation in the advertising industry by utilizing unconventional advertising spaces.
2. Film and Entertainment - The Cafe Itau campaign highlights the missed opportunities and experiences that can occur when people prioritize napping over engaging in entertainment activities.
3. Food and Beverage - The Cafe Itau campaign presents an opportunity for disruptive innovation in the food and beverage industry by promoting the consumption of caffeine as a means to avoid missing out on important moments.