Celebrating Our Roots with "Recipes of Our Pride" | Clapboard

Recipes of our pride

Description

Recipes of our Pride is a compelling film campaign launched in 2022 in Paraguay for the brand Pilsen Paraguay, crafted by the ad agency ONIRIA/TBWA. Rooted in the Alcoholic Drinks industry, this campaign beautifully intertwines the themes of national identity, heritage, and culinary tradition to create an emotionally resonant narrative. Centered around the concept that behind every plate of food lies a rich story filled with flavors and aromas that speak to our origins, Recipes of our Pride celebrates food as an essential part of Paraguayan identity. This campaign was specifically designed to honor Paraguay’s independence, highlighting the unique yet unifying tastes that reflect the nation’s cultural pride. Through evocative imagery and storytelling, it connects the audience to the idea that these traditional recipes represent more than nourishment—they are symbols of unity, independence, and the shared roots that strengthen the fabric of Paraguayan society. With a single media asset delivered through film, the campaign leverages authentic and heartfelt content that aligns seamlessly with Pilsen’s brand values, fostering a sense of pride and community among consumers. The use of local flavors as a metaphor for independence serves not only to commemorate a historic milestone but also to reinforce Pilsen’s positioning as a brand deeply integrated within Paraguayan culture and daily life. This strategic campaign effectively engages viewers by tapping into emotions tied to heritage and belonging, encouraging them to celebrate what unites them through the simple yet powerful medium of food and drink. The inclusion of social media tags and visual cues further amplifies the campaign’s reach, inviting audiences to join the conversation and partake in the collective pride that defines the nation.

Credits

Client

Pilsen Paraguay

Agency

ONIRIA/TBWA

Account Management

Bruno Yuli, Cecilia Rojas, Amhed Buzarkis, Hyrum Espínola., Gaby Tomé, Inge Müller

Creative Director

Camilo Guanes, Paloma Cella, Manuel Rolón, Marcelo Rodríguez

Ceo

Daniel Achaval

Creative Team

Manuel Rolón y Analía Lovato

Production House

Pauli Jara, Barraco Film/Mario Amarilla

Pr

Lena Penner, Ariel Martínez

Photography

Barraco Film/Mario Amarilla

More like this

Good made better - Cusquena | Clapboard Ad Archive

Good made better marks an evocative brand-defining moment for Cusqueña and McCann in Peru’s alcoholic drinks market, weaving together premium production values and cultural storytelling to recast an already respected beer as an icon of national identity and pride. The film’s sweeping, detail-rich cinematography immerses viewers in Peru’s natural majesty and storied heritage, from Andean landscapes to the textures of local craftsmanship, insisting that the origin of Cusqueña is inseparable from the narrative of Peru itself. By foregrounding these elements, the campaign reinforces Cusqueña’s status as the country’s most emblematic beer, sidestepping comparative claims or direct problem-solution narratives to let cultural resonance serve as the core value proposition. Delivered in English and targeting both domestic drinkers who see their traditions reflected onscreen and global audiences seeking the authentic taste of Peru, Good made better relies on a singular, high-quality media asset to deliver an emotional, aspirational message of quality made greater by heritage. The choice to define Cusqueña through its provenance and craft, placing a uniquely Peruvian personality front-and-center, aligns the creative approach with what Clapboard’s taxonomy designates as FORMAT#11 Unique Personality Property: the distinctive origin and cultural identity of the product become not just brand traits but strategic differentiators. As a campaign in the food and drink category, it signals a movement away from functional or benefit-led selling toward brand-building through semiotic richness and emotional storytelling; the high production gloss and immersive narrative structure set Cusqueña apart in a crowded premium beer segment where authenticity is often claimed but rarely substantiated so vividly. With McCann Lima’s creative direction, the campaign’s refined visual language and message discipline allow Cusqueña to assert itself on the world stage as more than a beverage — as a distilled expression of national artistry and pride. The campaign earns 60/100 in Clapboard’s global creative archive. In a category often dominated by generic refreshment tropes, this campaign matters because it demonstrates the enduring power of place, provenance, and cultural confidence in framing a brand’s value proposition.

Campaign Proposition

The "Recipes of Our Pride" campaign by Pilsen Paraguay leverages cultural heritage and national identity to deepen emotional connections with its audience. Centered around the theme of the taste of roots, the campaign highlights traditional Paraguayan recipes as symbols of unity, uniqueness, and independence. By linking the brand with familiar flavors and the stories behind each dish, Pilsen positions itself as an authentic companion to moments that celebrate collective identity and pride. The promise is not merely about enjoying a beverage but about honoring and commemorating the shared heritage that food and drink evoke. Strategically, the campaign taps into Paraguay’s national sentiment by aligning the brand with Independence Day celebrations and the values these evoke. The narrative approach uses storytelling focused on the sensory and emotional experience of traditional food to foster a deeper bond between consumers and the brand. This connection is designed to resonate with a broad demographic that values heritage, family, and cultural pride. The creative angle capitalizes on the insight that Paraguayan identity is closely intertwined with culinary traditions, thus positioning Pilsen as more than a drink—rather, as a symbol that amplifies the collective pride and independent spirit of the country. The campaign’s timing, media choice, and message cohesively support Pilsen’s role as an enabler of cultural celebration, reinforcing brand loyalty through shared values rather than overt product promotion.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign fits FORMAT#10 because its core creative device revolves around celebrating national identity through shared cultural symbols, specifically Paraguayan cuisine and flavors. The narrative emphasizes "the taste of our roots" and food as a part of "our identity," inviting viewers to see themselves reflected in the traditions, flavors, and stories presented. Rather than resolving a specific problem or showcasing a product feature, the campaign unites the audience around relatable, pride-inducing imagery of national recipes, tapping into collective identity and nostalgia. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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.

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.

Perfect Match - Rosa Vermelha | Clapboard Ad Archive — archive collection thumbnail

Perfect Match - Rosa Vermelha | Clapboard Ad Archive

Perfect Match, launched by Rosa Vermelha in Brazil with Draftz in 2021, carves out a distinctive position in the alcoholic drinks market through a sophisticated exploration of harmony and pairing, targeting consumers who seek more than just refreshment in their beverage choices. The campaign orbits around the creative idea of ideal combination—A Combinação perfeita—positioning the product not simply as a standalone drink but as an essential catalyst for social connection and elevated experiences, aligning well with the preferences of a culturally attuned Brazilian audience. Through a cinematic narrative delivered entirely in Portuguese, Draftz employs evocative visual metaphor and artful editing to symbolize Rosa Vermelha’s ability to unite people, moments, and tastes; this approach departs from testimonial or competitive formats in favor of conceptual storytelling that leverages the emotional resonance of togetherness and impeccable match. According to Clapboard’s creative taxonomy, this stands squarely in FORMAT#9—Symbolize the Benefit, deploying symbols and exaggerated visuals to express the product’s positive impact rather than relying on explicit product demonstrations or dialogue. The film’s stylized representation of vivid pairings—whether between flavors, personalities, or celebratory moments—invites viewers to project their own desires for balance and authenticity onto the brand, reinforcing Rosa Vermelha’s ambition to be viewed as the discerning choice for those in search of quality, complementarity, and memorably shared experiences. With over 444,000 views, the campaign demonstrates both significant reach and the ability to cut through Brazil’s crowded beverage landscape, where competitors like Skol lean into mass-market fun or Chandon Brasil pursues pure luxury, while Rosa Vermelha plants its flag at the intersection of sophistication and accessible enjoyment. Draftz’s film executes on this positioning with an acute awareness of contemporary consumer sensibilities, integrating local nuance and aspirational imagery without losing the emotional core, and amplifying the brand’s promise to enhance both sensory and social dimensions. Clapboard rates this 63/100. In a market saturated with claims of quality and sociability, Perfect Match is important because it signals a shift toward brands aspiring not just to participate in consumers’ lives but to serve as the narrative thread that weaves occasions, tastes, and people together.

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.

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.