Nando's wanted to launch a new international campaign, that was based the idea of expression and experience.
The basis of campaign is to commission street artists and illustrators to make an expressive artwork that conveys a positive adjective of how Nando's makes them feel. This adjective needed to be expressed both visually and typographically and all had a banner applied, 'how does Nando's make you?'. The artworks were then applied to large dilapidated structures in public spaces and acted as 'street art' billboards. The artworks had both the purpose of advertising Nando's and beautifying dilapidated parts of the city.
Now for the brief, to come up with a campaign manual that will be able to sell this unconventional campaign idea to the 50 international Nando's brand managers at their annual brand conference in Dubai. What we came up with was a book that promoted interactivity and gave the attendees the sensation of making street art. This helped the attendees to develop a new appreciation for street art, as well as demonstrate the emotional appeal such a campaign can create. The entire book is filled with stencils that can tear out; the brand managers where asked to tear them out an make their mark in the streets of Dubai. To ease them into this concept the dust cover of the book is a stencil that allows one to make your own mark on your book. Each book is unique and each had a selection of unique stencils of artworks and adjectives to make their mark with. So, each book became personal to the user in appearance, use and interactivity.