The Ciagro campaign promotes 'the best rice ever,' as unabashedly stated in the tag line. Although this can be taken for quality, the images suggest another more practical reason. Rice grains have been carefully arranged into words to creatively show how versatile this dish really is. Reading, 'It's a perfect combination,' the Ciagro campaign illustrates that this rice goes hand-in-hand with beans, fish and steak.
Conceived and executed by Longplay 360, an ad agency based in Sao Paulo, Brazil, the Ciagro campaign was art directed by Eduardo Basque with creative direction Fernando Luna. Although people can easily argue that all brands of rice are as versatile, the Ciagro campaign suggests that is not the case at all. Instead, the quality of this particular rice lends to more palatable pairings.
Why This Trend Is Growing
- Rice Grain Typography
- Opportunity for innovative advertising campaigns that creatively incorporate typography using unconventional materials like rice grains.
- Versatile Food Pairings
- Opportunity to explore and promote the versatility of food pairings, showcasing the endless possibilities with different ingredients.
- Quality Differentiation
- Opportunity for rice brands to differentiate themselves by emphasizing the quality and palatability of their products.
Industries Being Reshaped
- Advertising and Marketing
- Opportunity for agencies to create unique and visually appealing ad campaigns that stand out from traditional approaches.
- Food and Beverage
- Opportunity for food and beverage companies to explore and promote the diverse range of food pairings to attract consumers with different dietary preferences.
- Agriculture and Farming
- Opportunity for rice producers to highlight the quality and superior taste of their products through creative marketing strategies.
