The Bimbo Ana Maria Cakes ad campaign sends a message that will resonate with many on a variety of levels. Its tag line reads, "Less filling. Less fun." This is illustrated by a sandbox and pool that have been re-imagined to have much bigger borders and very little play area. By likening the cakes to such playgrounds, it focuses on the joy that can be hard from them, sending a doubly positive message.
Conceived and executed by Africa, an ad agency based in São Paulo, Brazil, the Bimbo Ana Maria Cakes ad campaign was art directed by Erico Braga with creative direction by Sergio Gordilho, Humberto Fernandez and Rafael Pitanguy. The image was created by Platinum Fmd.