Tang - Naranja Norteña (Pitch)

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Tang - Naranja Norteña
Pitch Campaign

Tang is the mexican "Kool-Aid" brand of Kraft Foods, which is managed by Ogilvy México, in this case, they were in charged of making the new campaign for the new flavor "Naranja Norteña" (Orange from the north of México).

This product intention is for the north of México, so they (Ogilvy México) had to develop the new product package and campaign, the problem was that they categorized the north of México with cliches that were not as we northern people are.

Kraft wasn't convinced enough of their proposal, so they came to RTreviño&Asociados with the Pitch, we work hard to develop the correct way of reflecting the people of northern México, after a lot of thinking we came up with 2 concepts, this is the one i was responsible to develop.

At the end, we present the pitch and we won! :D

Credits:

Art Direction: Mike Monsivais/David Hurtado

Creative Direction: Jorge Falcón

Creatives/Copys: Joseluis Hernández, Bernardo Sánchez

Art developers: Hector Muro, Myself.

Design Process:

- Type sketch

- Vectorize type (Ai)

- The rest... (Ps)