The Wine Legend Campaign – Casillero del Diablo | Clapboard Ad Archive

Together we can Peru - Puratos | Clapboard Ad Archive — archive collection thumbnail

Together we can Peru - Puratos | Clapboard Ad Archive

Puratos’ Together we can Peru campaign, launched in 2020 by Agencia Vena for the Food & Drink sector, sets the brand apart as a catalyst for resilience in the face of crisis, using the upheaval of the early pandemic as the backdrop for a message rooted in unity, perseverance, and collective action. Rather than showing empty streets or literal depictions of hardship, the campaign draws on the power of analogy—what Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem—crafting a film narrative that pays tribute to essential workers and invokes baking as a metaphor for national recovery, with the call that the recipe is in our hands. Puratos thus transforms from an ingredient supplier into a facilitator of hope, embedding itself within the cultural and emotional fabric of a society threatened by fear and uncertainty. By championing the idea that everyone—bakers, delivery drivers, supermarket staff, and home cooks alike—contributes to the nation’s forward motion, the creative platform avoids transactional, product-centric messaging in favor of a motivational, inclusive tone that galvanizes audiences to see their daily efforts as integral to Peru’s recovery. The narrative restraint shown in this approach—eschewing direct product shots or promotional tropes—reflects a strategic understanding of what communities most needed at that moment: affirmation, encouragement, and the reminder that progress is a shared project. From a brand positioning standpoint, this campaign solidifies Puratos as a meaningful partner, not just in commerce but in the country’s social fabric, distinguishing it from competitors that limit their voice to functionality or innovation. Within a market landscape punctuated by ingredient powerhouses like Ingredion, Cargill, Barry Callebaut, and ADM, Puratos’ message resonates by connecting baking—and by extension, its own value proposition—to the greater good, rather than to a catalogue of features. Clapboard rates this 55/100. This campaign matters because it demonstrates how brands in the Food & Drink category can credibly step beyond transactional messaging and use creative storytelling to foster genuine solidarity and brand purpose in a time of collective vulnerability.

You know - Atún Van Camp’s | Clapboard Ad Archive — archive collection thumbnail

You know - Atún Van Camp’s | Clapboard Ad Archive

Van Camp’s returned to Colombian advertising in 2022 with the campaign You know, a strategic effort crafted by DAVID Bogota to reconnect with consumers in a fiercely competitive food category marked by aggressive discounting and an influx of foreign tuna brands. This campaign intentionally eschews conventional product-centric messaging or price battles, instead anchoring itself in the deep-rooted emotional bond and longstanding affection Colombians hold for Van Camp’s, one of the market’s most iconic local brands. Recognizing that consumers may occasionally purchase rival products amid market pressures, You know leverages a subtle, reflective narrative that acknowledges these purchasing behaviors while reinforcing the enduring trust and loyalty that underpins the Van Camp’s relationship with its audience. By employing Clapboard’s FORMAT#10—Associated User Imagery—the campaign showcases relatable profiles of Van Camp’s consumers, inviting viewers to see themselves in the brand’s loyal adopters and fostering a collective identity centered on familiarity and shared values rather than transactional exchanges. The film medium delivers an intimate, authentic tone that highlights Van Camp’s heritage and emotional resonance rather than focusing on product attributes or explicit storytelling arcs, positioning the brand as a beloved staple amid price-driven competitors such as Diana, Calvo, Nutresa’s Delicia, and La Liebre. This approach signals a deliberate shift from conventional category tactics toward a communication strategy prioritizing consumer sentiment and brand legacy, aiming for long-term retention over immediate sales spikes. Clapboard rates this campaign 53/100. This campaign matters to the industry because it demonstrates how legacy brands in commoditized, price-sensitive categories can reclaim relevance by embracing emotional authenticity and consumer self-recognition rather than engaging in feature battles or discount wars.

Doors - Adrenaline Rush | Clapboard Ad Archive — archive collection thumbnail

Doors - Adrenaline Rush | Clapboard Ad Archive

Doors, the 2021 film campaign from Adrenaline Rush and agency Rocknrolla, offers a sharply defined creative proposition within the competitive landscape of non-alcoholic energy drinks in Guatemala by transforming the everyday symbol of doors into an active metaphor for opportunity and transformation. Deploying what Clapboard’s taxonomy categorizes as FORMAT#9—Symbolize the Benefit, the campaign moves decisively beyond literal messaging, opting instead for a visual language where doors represent the thresholds that consumers are empowered to cross with the activation and energy Adrenaline Rush provides. Set in the context of a category dominated by global leaders like Red Bull with performance-driven stances, Monster’s edge-of-rebellion persona, and local icons such as Vive 100 and GuatePower, the campaign maneuvers for distinction not through volume or spectacle, but through the evocative deployment of symbol, targeting upwardly mobile, goal-oriented youth and young adults whose lifestyles are defined by the act of overcoming barriers and seeking the next level of achievement. By situating the brand as a functional catalyst—one that unlocks potential and energizes personal action—the work from Rocknrolla positions Adrenaline Rush as a challenger brand aligned with ambition and movement rather than simply offering a beverage for consumption. The use of film as a medium further reinforces the sensorial, immediate nature of the brand’s promise and grounds it in cultural relevance, given the spot’s Spanish-language localization for the Guatemalan audience. Competing in a market where energy drinks are not just functional but serve as badges of identity and tools for self-activation, the campaign’s focus on doors as visual shorthand for possibility is both insight-driven and resonant, even as it resists trope-driven narrative routes favored by many category peers. The campaign earns 58/100 in Clapboard’s global creative archive. Doors signals to the industry that meaningful visual symbolism can carve out brand space and spark emotional engagement in a category often crowded with literal claims and redundant adrenaline tropes.

Dino, Sally & Molly - Coca-Cola | Clapboard Ad Archive — archive collection thumbnail

Dino, Sally & Molly - Coca-Cola | Clapboard Ad Archive

Coca-Cola’s Dino, Sally & Molly campaign, launched in Argentina in 2021 through McCann, puts the reformulated Coke Zero Sugar at center stage in a market where taste and health consciousness converge to drive beverage decisions. With the promise of a new and improved flavor now being the most delicious the brand has ever put forth, the campaign leverages a film narrative featuring distinctive, character-driven storytelling that is as culturally local as it is universally resonant. The choice to introduce named figures like Dino, Sally, and Molly — potentially anthropomorphized or exaggerated totemic stand-ins — aligns directly with what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, rendering the positive impact of the product through memorable symbols rather than straightforward demonstration or traditional testimonial. This creative format allows Coca-Cola and McCann to sidestep abstract claims, instead delivering an invitation rooted in the consumer’s own curiosity and agency: the product asserts its superiority but challenges viewers to try it themselves, translating the tagline into actionable engagement. The campaign’s direct challenge to competing offerings from major players like PepsiCo and local contenders like Manaos is underscored by its focus on taste experience, not just calorie count or sugar reduction, which is a strategic play in an environment where category differentiation often defaults to ingredient lists rather than sensory appeal. Views topping 186,000 reinforce the campaign’s traction and underline its relevance in sparking online conversation, while engagement metrics support awareness and trial as core objectives amid the shift in non-alcoholic drink preferences. By embedding Coca-Cola’s global values within the parameters of Argentine everyday storytelling, the campaign balances innovation — a fundamentally new recipe — with consumer reassurance and cultural familiarity. The film assets bring emotional resonance and humor, making the improved Coke Zero Sugar not just a better soda, but an experience refracted through the lives and personalities of its characters. Clapboard rates this 66/100. In a sector where product reformulations routinely meet skepticism, Dino, Sally & Molly demonstrates how abstracting the brand promise through character and symbol can powerfully recast a functional upgrade as an emotionally engaging invitation, signaling the heightened role of storytelling in non-alcoholic beverage advertising.

Pregnant - Cristal Cero | Clapboard Ad Archive — archive collection thumbnail

Pregnant - Cristal Cero | Clapboard Ad Archive

Cristal Cero’s Pregnant campaign, launched in Chile by Porta in 2013, redefined non-alcoholic drink advertising in the Food & Drink sector with a strikingly original approach at the heart of its communications strategy. Targeting an audience increasingly mindful of responsible consumption, the campaign centers on the bold, metaphorical image of a man experiencing pregnancy — a powerful inversion that subverts expectations and amplifies the societal conversation around abstaining from alcohol in pivotal life moments. Rather than opting for literal depictions of social settings where people must decline alcohol, Porta deployed what Clapboard’s 12-format taxonomy would classify as FORMAT#3—Symbolize the Problem, using the pregnant man as an unmistakable, culturally resonant stand-in for the emotional and social nuances of choosing not to drink. This analogy not only creates immediate recall but also facilitates identification among viewers who have felt out of place or scrutinized for making considered lifestyle decisions. Set firmly within the Chilean context, the campaign’s use of Spanish and recognizable tropes grants it authenticity and ensures the messaging resonates with everyday realities. Leveraging the reach and emotional power of film, Pregnant swiftly became a national talking point, connecting through over five million views and sparking sustained engagement across social channels, reflecting both cultural insight and communication effectiveness. Porta’s creative decision elevates the Cristal Cero brand positioning, emphasizing inclusivity and awareness while cleverly sidestepping didacticism, making abstinence feel not only acceptable but smart and affirming. Especially noteworthy is the campaign’s ability to initiate dialogue without alienation: by universalizing the experience of abstention, it reframes Cristal Cero as the obvious and refreshing go-to for anyone, at any life stage, choosing sobriety. In the often-stagnant non-alcoholic drinks category, Pregnant demonstrates how deft storytelling can move beyond product benefits to provoke empathy and recognition, marking a distinct break from category norms. The campaign earns 78/100 in Clapboard’s global creative archive. Pregnant exemplifies how category disruption and cultural insight can humanize brand messaging in a saturated market, shifting perceptions of what drink branding can achieve when it trades cliche for creative audacity.

Poop Emoji Ice Cream - Burger King Brazil | Clapboard Ad Archive — archive collection thumbnail

Poop Emoji Ice Cream - Burger King Brazil | Clapboard Ad Archive

Burger King Brazil’s Poop Emoji Ice Cream campaign, conceived by David São Paulo and launched in 2022, is a masterclass in audacious visual metaphor and brand positioning within the Food & Drink market category. Announcing the arrival of desserts made 100 percent free of artificial ingredients, the brand eschews tired health cues and instead confronts consumer skepticism head-on with a mischievous wink: an ice cream that unmistakably resembles the globally understood poop emoji, signaling with directness that Burger King’s menu is entirely devoid of anything artificial or, as the symbol suggests, anything crappy. The agency’s creative leverages a playful, culturally fluent design language that is immediately shareable and meme-worthy, engineered for the social-first sensibilities of younger, digitally native audiences who recognize irony as a signifier of transparency rather than deflection. Against a sector crowded by safe product visuals and sanitized ingredient claims, this campaign’s comic bravado captures attention and cements brand differentiation, converting a potentially off-putting symbol into a surprisingly charismatic marker of ingredient purity. What Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit—the execution relies exclusively on the exaggerated, instantly legible emoji form to distill its core promise: Burger King desserts are free from artificial additives, while competitor offerings (by implication) are not. There is no need for staged testimonials, scientific diagrams, or earnest storytelling; the message is delivered with unfiltered clarity, turning what could have been an awkward visual into a brand asset and conversation starter. In the Brazilian market, where fast-food rivals like McDonald’s, Bob’s, KFC, and Subway typically default to safe, feature-first comms and familiar formats, this campaign sharply punctures the familiar with self-aware humor, inviting consumers not just to buy a dessert but to participate in the subversive celebration of ingredient transparency. The campaign earns 72/100 in Clapboard’s global creative archive. Burger King Brazil’s Poop Emoji Ice Cream matters because it challenges the conventions of food advertising by proving that even the most irreverent visual device can become a powerful trust signal when a brand is fearless about both its product and its messaging.