The Bimbo Ana Maria Cakes Campaign Promotes More Filling
Meghan Young — June 5, 2014 — Marketing
The Bimbo Ana Maria Cakes ad campaign sends a message that will resonate with many on a variety of levels. Its tag line reads, "Less filling. Less fun." This is illustrated by a sandbox and pool that have been re-imagined to have much bigger borders and very little play area. By likening the cakes to such playgrounds, it focuses on the joy that can be hard from them, sending a doubly positive message.
Conceived and executed by Africa, an ad agency based in São Paulo, Brazil, the Bimbo Ana Maria Cakes ad campaign was art directed by Erico Braga with creative direction by Sergio Gordilho, Humberto Fernandez and Rafael Pitanguy. The image was created by Platinum Fmd.
Conceived and executed by Africa, an ad agency based in São Paulo, Brazil, the Bimbo Ana Maria Cakes ad campaign was art directed by Erico Braga with creative direction by Sergio Gordilho, Humberto Fernandez and Rafael Pitanguy. The image was created by Platinum Fmd.
Trend Themes
1. Playground-inspired Ads - Disruptive innovation opportunity to create ads that appeal to emotions and nostalgia by using playgrounds as a metaphor.
2. Minimalistic Ads - Disruptive innovation opportunity to create visually appealing ads with less text and more imagery to convey the message.
3. Humorous Ads - Disruptive innovation opportunity to use humor as a way to connect with the audience and convey the brand's message without being too promotional.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertisers and marketers to create more emotionally resonant and impactful campaigns that stand out from competitors.
2. Food - Disruptive innovation opportunity for food companies to leverage nostalgia and emotion to create more memorable and impactful marketing campaigns for their products.
3. Creative Agencies - Disruptive innovation opportunity for creative agencies to use unconventional metaphors and humor to elevate their clients' brands and create more effective advertising campaigns.
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