Kingsford ad | Communication Arts

Responses by Ricky Soler, chief creative officer, OneightyFCB.

Background: Since 1920, charcoal brand Kingsford has been the gold standard for grilling. No other charcoal briquette burns longer than Kingsford. Our target is grill lovers.

Design thinking: The Kingsford briquettes are just like certain sports rivalries and famous relationships that keep being hot topics after all these years. We are big football fans, and when we were coming up with famous rivalries, Cristiano Ronaldo and Lionel Messi stood out as a truly everlasting rivalry that keeps burning like a Kingsford briquette.

Challenges: Thinking of famous names that have kept being hot topics throughout time. We needed names that potential customers could immediately relate to the benefits of the product.

Favorite details: We were able to reproduce how the perfect Kingsford briquette would look if it were to have a famous name carved on it. This was outstanding work by our digital team.

New lessons: We all learned there was no better inspiration than looking at the actual product. This was a true case study of how a Kingsford briquette burns and reacts when you grill. We observed for hours every single detail of how the briquette behaved in order to reproduce it digitally.

Visual influences: This is one of those projects where the actual product in use became the main and only visual reference. That meant lots of grilling almost every day for almost three straight weeks! All our team members are now barbecue experts.

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