Publicis invited us to contribute fresh ideas to their already established campaign "Café Bustelo Estuvo Aquí" (Café Bustelo was here), which has now evolved to "Café Bustelo Está Aquí" (Café Bustelo is here).
We created two new spots for the month, exploring the idea that wherever Café Bustelo is, it leaves a mark, because the joy of the Latin experience is one to be shared. The campaign ran across broadcast, online, digital, print, OOH, and social media.
Character Design
The main character of the TV spots, Lina, was inspired by Angelina, the wife of Gregorio Bustelo and the face of the Café Bustelo logo.
Music
To infuse even more cultural inspiration, we added a custom music track titled "Honey," by Latin artists in Argentina, including vocalist Mia Matahoney.
Problem
Create fresh new content to celebrate Hispanic culture and the roots of the Cafe Bustelo brand, while claiming space in the competitive U.S coffee market.
Insight
Utilize our own talent’s personal story to help spread the message that wherever Cafe Bustelo is, it leaves a mark, because the joy of the Latin experience is one to be shared.
Solution
Create campaign spots infused with contributions from multiple Hispanic artists, including one of our own with childhood ties to the brand.
Result
We helped Cafe Bustelo find their authentic voice, evolve from beloved community brand to full-fledged cultural icon, and claim competitive space in the U.S coffee market.
Credits
- Chief Creative OfficerJonathan Notaro
- Creative Director & Lead DesignerAndrés Rivera
- Associate Creative DirectorJeff Bryson
- DesignersMercedes AffleckAbigail GohNick IlluzadaLia KimEsther LalanneJelly Wei
- IllustratorsDavid SaracinoGlenn Thomas
- Animation DirectorGerald Mark Soto
- Cel AnimatorsSachio CookJanelle DeWittDiego FerreroTaik LeeJane LiuXinhui MaCasper NykoppBlake PatrickLuke TothOliver Wee
- 2D AnimatorsMantas GrauzinisAnthony KimLiz LukensFelix Hemstadius
- 3D AnimatorsMike CostabileAbigail FairfaxSeong Yeop Sim
- 3D ArtistsChris de la GuardiaShalinder MatharuJun Yang
- StoryboardsSimon AmpelWill Rosado
- Assistant EditorRyan Rigley
- ProducerJoshua Syx
- Managing PartnerDevin Brook
- Executive ProducerJohnna MacArthur
