The production of a Special Coffee Line is as carefully managed as a piece of art. And if it’s art, only art can translate it.

One of the world’s most renowned gastronomy photographers, Sergio Coimbra, was invited to register the discovery of Orfeu through his lens and expose his pieces on a interactive virtual art gallery. A series of ads directed the users to the landing page, where they were invited to interact, so the gallery could reveal, one by one, each piece of art created by the artist.

To capture the discovery of Café Orfeu, Sergio Coimbra, one of the world’s most renowned gastronomy photographers, went through an immersion experience with baristas from Sertãozinho Coffee Farms. He made pieces of photographic art that could register from the careful cultivation to the preparing movements and appreciation of Coffee.

The art made by Coimbra, become ads with pieces of art as part of the layout to instigated the users to seek for Café Orfeu and made them understand more about the Special Line.

Posts exploring the senses were published on social networks with the goal of awaken the user’s desire for the drink. All virtual ads from social network and web were explored.

The ads created traffic to the hotsite made just for the campaign. When visitors landed, they were invited to interact so the piece of arte could be revealed.

12 million people impacted

18 thousand interactions

4 minutes of permanence in the gallery

50% of the website accesses during the campaign

143% increase of online sales

90% of mentions in social media showed positive emotions