2018 Winners & Shortlists

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Client/BrandNANDOS
Product/ServiceNANDOS PERI PERI SAUCE
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryCommunication Design
CategoryPosters
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES

The Campaign

Nando’s, famed for its PERi-PERi flamed grilled chicken, introduced new brand guidelines in 2016. These guidelines didn’t just inform traditional and non-traditional media, but extended to the interior décor of its restaurants, in which paintings and other examples of art are now on display. With a budget of 50,000 UAE Dirhams, we were tasked to enhance the perception of Nando’s as a destination in which visual art played just as great a role as that of the culinary variety.

Creative Execution

We commissioned 4 artists to create 4 separate A2 posters showcasing the Barcelos Cockerel in their own inimitable styles. We then incorporated patches of red phosphorous, glass and glue on each poster: the same material used on the striking surfaces of match boxes. Visitors to all 15 Nando’s restaurants in the UAE were invited to strike a match on the posters, and experience first-hand what fiery at Nando’s really means.

Indication of how successful the outcome was in the market

The posters were distributed across all 15 Nando’s restaurants in the UAE. The direct experiential nature and first of their kind executions of the posters enriched Nando’s brand perception at a destination that delights and sparks the imagination of its visitors. Furthermore, Nando’s new brand guidelines were successfully brought to life not only in print, outdoor and online channels, but within the ambient context of the outlets themselves.

The campaign was relevant to the brand not only because it brought Nando’s fame-grilled proposition to life, but also put Nando’s famous Barcelos Cockerel logo at the heart of the communication. By choosing posters as our medium, the campaign worked seamlessly with Nando’s commitment to augmenting its outlets with works of art. The target audience for the campaign were visitors to Nando’s restaurants, among them Emiratis, East Asians and European Expats.

Credits

Name Company Position
Kalpesh Patankar Y&R Dubai Executive Creative Director
Kapil Bhimekar Y&R Dubai Associate Creative Director
Rene Reda Y&R Dubai Group Business Director
Faiza Zaheer Y&R Dubai Account Manager
Binnu Cherian Y&R Dubai Print Production Head
Kuba Kolodziejak Freelance Illustrator
Kristy Ligones Y&R Dubai Illustrator
Stefano Marra Freelance Illustrator
Andrea Minini Freelance Illustrator
Kushi Rawat Y&R Dubai Agency Producer