Saatchi & Saatchi Design UK Gets 'Spirit of Brasil'

26 SEP 2007

London - A new series of print ads from Saatchi & Saatchi Design UK ran in the UK national press during September to boost Sagatiba sales and communicate Sagatiba's core brand positioning, "the pure spirit of Brasil".

Sagatiba is the most versatile premium cachaça available in the UK.

The ads use a series of evocative silhouettes created from Saatchi & Saatchi Design photography of everyday life and culture in Brasil. Unlike most marketing activity in the drinks sector, these stunning ads evoke a sense of mystery, sensuality and intimacy creating a strong emotional connection with consumers.

Managing Director Ashley Goodall said: "We wanted the creative to evoke the spirit of Brasil - the landscape, people, music, food, language and attitude to life that Sagatiba embodies. By working with some incredible photography created by Gum @ Saatchi we've been able to create a series of visually stunning ads that bring this to life."

At the same time, Romania's Raiffeisen Bank has hired Saatchi & Saatchi Design to develop its brand positioning and communications. The work includes the creation of brand language for its consumer, corporate and SME markets.

Raiffeisen is the third largest bank in Romania. This campaign is designed to secure its position in a highly competitive market. The new positioning launched in September when the bank celebrates 10 years in Romania.

At the heart of the brand is Raiffeisen's team spirit and focus on delivering the best solutions for its customers.

Goodall commented on the assignment, "We distilled the passion that lies at the heart of the Raiffeisen business to create a platform and rationale for the future for all its audiences."