Design • Copywriting • Motion • 3D
PALADIN
Go Big or Go Home: Santos Populares 2024
Challenge
Paladin, a Portuguese brand of condiments and vinegars from Casa Mendes Gonçalves, challenged us to create a concept and communication campaign for the Santos Populares, highlighting the culture and Portuguese essence of this festival. Additionally, for the first time, promotional campaigns were to run at points of sale, focusing on the three main seasonal products: mustard, ketchup, and mayonnaise.
Idea
Staying true to the brand’s history and positioning, which since 2012 has been all about celebrating Portuguese culture with a playful and loving tone, we created the motto and visual identity for this year’s campaign: “I (Paladin) Santos.” Only a brand that has been the official seasoning of Lisbon’s festivities since 2016 has the legitimacy to talk about love in an iconic, genuine, and always humorous and relaxed manner. This was the bold declaration: we love what is Portuguese, and we love to express and act in the Portuguese way.
Result
Throughout June, the campaign spread across the streets of Lisbon and Porto, inviting the Portuguese to show their love for the Santos Populares. With the development of OOH materials, digital content, trade promotions, merchandising, and visibility for event activation, the festivities were lively and unceasing across all neighborhoods of Lisbon and Porto.
