Beans over or under rice? Camil brings solution in new campaign

Action developed by Lew’Lara\TBWA created a package that brings both options

Beans on top of rice or underneath? The old discussion was the motto for Camil’s new campaign. Created by Lew’Lara\TBWA, the action made a special package that plays with the subject on one side, the beans made to serve over rice. On the other, rice to serve over the beans.

The special edition will not be available on shelves, and the packaging will have a limited edition.

This was our way of saying that for Camil it doesn’t matter how rice and beans are served, as long as they are always served together. An important message at a time when rising prices aren’t making it much easier, comments Marilu Rodrigues, creative director at LewLara\TBWA.