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.