Café Pilão: Please, focus - Brainstorm

Cafe Pilao is Brazil's strongest coffee. The brief to J Walter Thompson was to create an print campaign to promote Pilao's extra-strong product. The main goal was to take a different approach from all common coffee’s "Stay awake"advertisement. So we did. With all of those distractions that people are exposed to everyday, only coffee can make our brains stay focused on what people need to do. So, instead of just doing another "stay awake" campaign, Cafe Pilao took a different approach to a coffee product and aimed its creativity on the procrastination problem. A problem that everyone of us struggles everyday and a perfect situation for a strong coffee brand to invite people to stay focused by drinking our product. Specially when our brains decide to drift away when we most need them.