To highlight that Pobre Juan values meat, their recipes’ raw material and show the tradition in the dishes’ artisanal preparation, we created posters made with an artistic technique that conveyed this entire concept. This is how we came upon the choice of stained glass. We turned all of the OOH spots near the Pobre Juan units into stained glass. These stained glasses displayed the restaurant’s three specialties – pork, beef and chicken – in divine poses, to reinforce the fact that, for the restaurant, all meat is sacred.

After choosing the artistic technique of stained glass, we created the illustrations that showed the restaurant’s three specialties – pork, beef and chicken – in divine poses, to reinforce the fact that, for the restaurant, all meat is sacred. This work of art was done manually to value each of the pieces, something that involved extensive research in order to be as faithful as possible to the great stained glass art that has already been created.

The pieces from this campaign were installed in spots with large circulation, and thus impacting over 300 thousand people.