Most coffee brands have always made campaigns that call to the awakening from the functional side of the product, but it is not just coffee the one that can awaken us, love also can.

Because when someone matters to us, we are capable of rising early and staying up all night for them in a constant way instead of being tired or sleepy.

Just for love we make sacrifices and efforts… go to pick up our partner to the airport at 3 a.m; get up early to walk our pet at 5:30 am before going to work or stay all night sewing a dress for a daughter

This idea responds to a campaign request from a brand in which the focus would be to transmit the values and company positioning, rather than just focus on the functionality of the product.

The film is about three different stories with something in common; people that woke up for love and made a sacrifice for the ones they love the most. Capable of waking up very early or go to bed very late at night to make the other feel Good.

Impact: We made an unusual campaign for the category, the one that always invites you to stay awake with coffee. Now it was reported that love also awakens people. An idea that generated a communicational impact from another territory.

Reach: Café Caribe seeks to show an emotional image, get out of the usual humor to generate a reach in people and touch a sensitivity key that is not used to.

Commitment: Continue making campaigns that build a close brand, that empathizes with emotions from a tangible insight.

Behavior Change: Since the idea was launched, people feel that it is a brand that empathizes, and recognizes that not only coffee awakens, but also love.

Brand perception: Change the look of coffee as a functional product, and reinforce the positioning of the brand from another territory never communicated.