ORIGINALITY DEFINES THE LEGACY OF ONE OF BRAZIL’S MOST BELOVED BRANDS.

The term “originality” can refer either to the one who gives origin to something or to the quality of being authentic and creative. Piraquê fits both definitions, and that’s exactly what the campaign aims to highlight. From the approach used in the films, which playfully challenges conventional ideas of what is considered original, to the new design system we developed for the brand, inspired by Piraquê’s original packaging created by the neoconcrete artist Lygia Pape in the late 1950s.

Agency: LL\TBWA

Client: Piraquê

Role: CD / Designer