Café Orfeu launches its new institutional campaign, “Drink This Art”. Created by CP+B, the campaign features a film and communication that uses abstract and geometric shapes together with intense colors that create movement and contrast, inspired by Brazilian artistic movements, transforming the simple act of drinking coffee into a unique moment.
“Orfeu’s new campaign invites people to discover the extraordinary in everyday life, just like a work of art that, through the artist’s gaze and inspiration, reveals the world to us from a new perspective,” says Davi Sabry, Creative Director at CP+B. “Our place in art inspires our role as a brand. And that’s also what we believe when we try a Specialty Coffee, like Orfeu. A journey of no return through aromas, textures and flavors. A journey that opens doors that will never be closed again,” concludes Fábio Gianetti, Marketing Director at Orfeu Cafés Especiais.
The visual identity reflects this idea through a film directed by the production company Boiler, with exclusive illustrations created by Horda, and the KVs developed by the Black Madre studio. With this, the brand seeks to strengthen the emotional connection with consumers, sharpening a new perspective and transporting the experience and flavor of its coffees to a more visual sphere, which goes beyond the quality of the product.
The campaign will debut with a 30-second commercial on TV Globo. This is the brand’s largest investment in a campaign since its launch in 2005, and in addition to free-to-air TV, it will be broadcast on several channels, including pay TV, cinema, radio, digital media, TikTok and out-of-home (OOH).
