Idea
Release of a special packaging edition illustrated by André Carrilho as a tribut and support to Fado.
Based on the identities of both Fado and the Pastéis de Belém as unique experiences of the Portuguese capital, the package was also designed as a journey. On pack the illustrations of 6 famous Fado singers, Amália Rodrigues, Alfredo Marceneiro, Carlos do Carmo, Mariza, Camané and Maria da Fé.
Release of a special packaging edition illustrated by André Carrilho as a tribut and support to Fado.
Based on the identities of both Fado and the Pastéis de Belém as unique experiences of the Portuguese capital, the package was also designed as a journey. On pack the illustrations of 6 famous Fado singers, Amália Rodrigues, Alfredo Marceneiro, Carlos do Carmo, Mariza, Camané and Maria da Fé.
It included also a free voucher to visit the Fado Museum of Lisbon and a QR code to view the promotional video presented to UNESCO.
Challenge
Bring together 2 icons of Lisbon culture, Fado and the Pastéis de Belém. Endorse Fado's submission to the Intangible Cultural Heritage of Humanity.
Bring together 2 icons of Lisbon culture, Fado and the Pastéis de Belém. Endorse Fado's submission to the Intangible Cultural Heritage of Humanity.
Results
This collection won the gold prize of Clube dos Criativos de Portugal and
This collection won the gold prize of Clube dos Criativos de Portugal and
great visibility on traditional media that came from a large interest about the crossmedia idea.
Beyond this campaign, fado, the traditional music from Portugal won the title of World heritage.
On the web several articles were published. The specialized press, design and marketing related, conquered space on social networks, trend blogs and others.
Account Strategist: Tiago Sousa
Design: Miguel Frazão
Illustations: André Carrilho
Impressão: Gráfica Ideal
