Creative Director working with an Art Director and Account Director we put together a hand picked team consisting of a photographer, a retoucher, and designer. All client liaison went through myself.
Cafe Santo Domingo (CSD) owns 95% share of the Dominican coffee market and is one of the finest tasting coffees in the world. Until recently CSD has had very little reach outside of its home country.
Every month, Canadian visitors to the Dominican Republic (DR) take home over 4 tonnes of CSD in their suitcases. Our task was simply to let them know that they don't have to rely on filling their suitcases on a trip to the DR to get their favourite coffee.
We researched the market, scoped out the possible media sites and came up with some highly targeted concepts that would speak to the existing market using the Santo Domingo airport departure lounge to catch people’s attention.
With the brand being relatively new to advertising and our desire to push the most engaging concept, we initially created two possible routes. We then agreed with the Client to go with the safer option with a view to reviewing the performance and response to the route at a later date.
The first route played on the rich beauty of the DR and in turn the rich qualities of the coffee juxtaposed but perfectly blended with the striking images showing Canada and the DR closer than ever. Being a tourism destination the advert hung on the audience experience catching them on their return from a paradise holiday, CSD being one way in which they can remember their holiday time and time again.
The second concept was aimed at engaging people with relevant messaging. 'Tough Choices' addressed the common issue of packing that everyone faces before arriving at the airport. The coffee in one hand and Canadian centric items of luggage in the other, we set out to solve the problem of packing. Cafe Santo Domingo, now available in Canada.