Creativity

Taboo: Something Inside of You is Thirsty

Prime Drinks' Taboo vodka, sold only in bars and clubs in Portugal, hopes to step up its buzz factor with this rather offbeat debut print/poster campaign. Illustration, featuring the somewhat muted palette of Pietari Posti (

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Prime Drinks' Taboo vodka, sold only in bars and clubs in Portugal, hopes to step up its buzz factor with this rather offbeat debut print/poster campaign. Illustration, featuring the somewhat muted palette of Pietari Posti (Pposti.com), was chosen to drive these otherwise potentially incendiary ideas because "it's easier to leave room for your imagination, and when you make it a bit surrealistic and don't depict everything, it enhances the desired reaction," says DraftFCB Portugal CD Duarte Pinheiro de Melo. The budget played a role, too; "We wanted to do something visually different, and photography would require a huge, expensive production," he explains. "This way, we can make a campaign with several executions, which we feel is essential to better understand the concept," which is simply the name of the product, this being vodka, after all.

So just how taboo is this Taboo work by Portuguese standards? Very, he believes. "Although it's changing, we're still labeled as a traditional, conservative Catholic country, and on the surface that's what we are. I think there are still a lot of taboos around here ? we're not Scandinavia. Maybe two girls kissing isn't much of a big thing anymore," he concedes, "but a golden shower" ? that would be the eyedropper ad in the PDF ? "is unusual to see in a brand communication."

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About

Credits

Date
May 09, 2007
Creative Director:
Duarte Pinheiro de Melo
Creative Director:
Luis Silva Dias
Art Director:
Alessandro Beda
Copywriter:
Aline Arantes
Producer:
Manuela Fonseca
Illustrator:
Pietari Posti
Photographer:
Claus Stelfeld
Client:
Taboo
Agency:
DraftFCB Portugal

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