Melitta’s new campaign, developed by Fbiz, highlights the brand’s positioning as “Fresh coffee to feel life more”, focusing on valuing the small moments of everyday life. The campaign seeks to reinforce the sensory and emotional connection that coffee provides, with a visual approach that conveys this message directly.
“The new campaign manages to combine the quality differentials of Melitta Coffees with an emotional and engaging narrative, consistent with the brand’s communication line and positioning. After all, fresh Melitta coffee awakens the senses and helps us experience the small details of life’s pleasurable moments in a unique way,” says Jonatas Rocha, Melitta’s Marketing Director.
Produced by Landia and directed by Gui Bohn, the campaign film portrays the story of a mother who, after preparing and drinking fresh Melitta coffee, begins to notice the little surprises in life, such as seeing her children playing and having fun in the backyard with the dog.
The entire production was conceived with a focus on seeking the simplest and most human aspects, so that the brand’s consumers can see themselves in that moment – in the home, in the customs, and in the family dynamics. The intention was to create a scene that is easily identifiable, capable of evoking situations from our daily lives that have marked our lives in some way.
“The goal of this campaign is to reinforce people’s emotional connection with the Melitta brand, while still highlighting the presence of the brand and the product. The relationship that people already have with the brand, especially during the ritual of preparing and consuming the beverage, played in its favor. This allowed us to insert it in a natural way, showing how a cup of fresh Melitta coffee can help people experience life in a more genuine way, finding beauty and meaning in moments that often go unnoticed,” says Carla Cancellara, VP of Creation at Fbiz.
Technical Sheet
Client: Melitta
Product: Green Line
Agency: Fbiz
Title: Dogfight
CEOs: Paulo Loeb and Fernand Alphen
VP of Creation: Carla Cancellara
Creative Director: Ryan Bussi
Creation: Luana Leide and André Pallú
Customer Service/Business: Cris Pereira Heal, Thati Bissoli, Lucas Castelhano and Renan Rios
Media: André Simões, Jessica Soares, Lahuane Rebello and Patrick Capello
Strategy: Renato Duo
Operations: Breno Amorim and Alaíde Caires
Client Approval: Jonatas Rocha, Denise Ritur, Gabriel Esteves and Julio Hussni
RTVC: Fabiano Beraldo, Luana Trentin and Patricia Mota
PR: Otavio Almeida
Producer: Landia
Director: Gui Bohn
Product Unit Director: Matheo Fernandes
Managing Directors: Carol Dantas e Sebastian Hall
Associate Executive Producer: Valentina Baisch
Jr. Executive Producer: Larissa Delfini
Executive Production Assistant: Renan Coutinho
Coordination: Luciana Andrade and Cidy Campos
Creative Coordinator: Thayna Pacheco
Creative Assistants: Ferpa Dias and Anna de Assis
HR / DE&I: Samuel Mendes
Facilities: Neia Santos
1st Assistant Director: Vini Mendes
2nd Assistant Director: Bruno Palaoro
Director of Photography: Pablo Lozano
Director of Photography Product Unit: Felipe Hermini
Art Director: Mari Godone
Art Assistant: Manoela Dal
Object Production: Julia Marchezi
Object Wizard: Rita de Cassia
Costume Designer: Eliza Matta
Costume Assistant: Flávia Rossette
Production Director: Felipe Rayol
Production Assistants: Fernanda Franco, Amanda Rayol and Miguel Flexa
Voiceover Producer: Katia Machado
Casting Production: Alice Wolfenson
Cast: Malu Prisco, Noah da Silva and Joana Pimenta
Make/Hair: Fabi Akamine
Makeup/Hair Assistant: Victor Ewerton Marques Silva
Photos Still: Rene Baldissera
Barista: Tiago Damasceno
Post-Production Coordination: Elton Bronzeli and Jamila Ambar
Campaign Post-Production: Clan VFX
Editor: Nathalia Kamura
Color Grading: Érick Moraes
Sound Production Company: Cabaret
Musical Production: Bruno Guanabara
Composer: Guilherme Azem
Mixing: Gab Scatolin
Finishing: Bruno Guanabara and Cyro Neto
Service: Ingrid Lopes, Junior Freitas and Bárbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira and Débora Mello
Voiceover: Luciana Caruso
ArtBuyer: Fabiano Beraldo, Luana Trentin and Patricia Mota
Photographer: Rene Baldissera
