Art Direction for “El Árbol”
It could have been cheaper
The supermarket chain “El Árbol” contacted us to make a campaign about how competitive their prices were, in relation to the excellent quality of their products. This is the art direction of the campaign we created for them.
Position:
Art Director
Responsibilities:
Art Direction
Production Supervision
Agency:
Leo Burnett
A matter of perception.
“El Árbol” is a supermarket chain of the “Dia” group in Spain. Although it is known for the excellent quality of its fresh produce, its prices were perceived as a bit expensive. To increase its market share, El Árbol asked us to change people’s perception.
The true price of quality.
For this campaign, we offered three people the opportunity to receive quality fresh products from El Arbol for free. They just had to participate in a commercial.
Later they would discover that the only way to obtain these products at a lower price was to collect them directly from their origin. Because of this, they became shepherds, fishermen, and farmers for a day.
In the end, getting their hands dirty ended up being a much higher price than just getting them from “El Árbol”.
A refreshing campaign about fresh products.
This campaign was a breath of fresh air for the brand and helped them break new ground in the way they communicated with their customers. It was also recognized within the Publicis Group agency network as one of the most creative in its category.
