Each execution addresses a different profession: truck driver, police officer and lifeguard. These are professions that require a lot of attention and concentration and they are best performed with caffeine.

To reinforce this message, instead of the eyes showing the danger of sleeping at work, we see bikers in the truck driver’s eyes, sharks in the lifeguard’s eyes, and thieves in the police officer’s eyes.

To keep the simplicity without losing the sophistication of the country's largest brand of coffee, we've created a style using 3D illustration. The innovation was in the color palette. We chose only 4 colors that were combined in different ways in each of the 3 executions, bringing a freshness never seen in the category.

We created 3 different executions for magazines and OOH with an investment of approximately US$ 40,000. A big investment for the category in the country. In production, the amount invested was approximately US$ 17,000.

The campaign reached a different audience: young people between 20 and 30 years old, who will be the new consumers of the brand.