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english version
2009
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Festival de Cine "Un cine que te toca"
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Corriente Alterna
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Florida "cuando el cariño es insuperable, la familia es inseparable"
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Tai Heng / Alpha "Celebramos un año más con los útiles Alpha"
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2008
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Congreso Anual de Empresarios / CADE 2008 “El reto es de primera, no juguemos en segunda”
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Liderman “valemos tanto como lo que cuidamos”
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García Sayán
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Festival de cine
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Esika / Colombiamoda
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Misti
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Semana económica "Un mejor diseño para tomar decisiones"
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Cálidda
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Abbott / Isomil Advance con Eye-Q
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Universidad San Martín
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Tai Heng / Alpha "los chicos creativos son chicos alpha"
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Aceros Arequipa
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2007
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Congreso Anual de Empresarios / CADE 2007 "Todo lo que nos falta para ser un país justo y próspero"
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Instituto Peruano de Arte y Diseño / IPAD "aprovecha tu país para venderle al mundo"
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Revista Caras
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Festival de Lima
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Universidad San Martín
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Misti
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Revista "A" de Amarige
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Global Institute
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Instituto Peruano de Arte y Diseño / IPAD "quieres tomar su lugar?"
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Tai Heng / Alpha "auspiciador oficial de la creatividad"
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Pescados Capitales "7 pecados"
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Amnistía Internacional "no más violencia contra la mujer"
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2006
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Revista Gisela "renovación"
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Instituto Peruano de Arte y Diseño / IPAD "el diseño peruano está en marcha"
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Consorcio de Organizaciones Privadas de Promoción al Desarrollo de la Micro y Pequeña Empresa / COPEME
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Prueba ciudadana
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Mincetur - Cesvi - UNICEF "turismo sexual infantil"
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Pisco Ku "el único pisco que busca fiesta"
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2005
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TLC Perú - EEUU
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Consejo Nacional del Ambiente / CONAM "el clima está cambiando"
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Congreso Anual de Marketing Peruano / CAMP 2005 "todo sirve para comunicar"
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John Holden "un momento diseñado por JH"
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Foro Educativo
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Semana Económica "encuentre la respuesta"
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Solo llama 1913 "no esperes promociones, solo llama"
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Movimiento Para que no se Repita "justicia y reparación"
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2004
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Copa América "la fiesta va a empezar"
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SEDAPAL "arabes"
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SEDAPAL "inodoro"
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Techo Propio "tula y t-chito"
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Pescados Capitales "escritores"
Pisco Ku "el único pisco que busca fiesta"
Publicidad Comercial
Agencia: Toronja Comunicación Persuasiva
Realizadores: Stormfilms (Eduardo Dates)
Año: 2006
La raíz
A partir del año 2003, el pisco –finísimo licor de uva originario del Perú- empezó cobrar el interés de los consumidores que buscan calidad en nuestro país.

¿La razón? Una "guerra" comercial con Chile por la propiedad del nombre (ver el caso en nuestra sección semillas­, Gustavo Rodríguez)

Las bodegas peruanas empezaron a remozar sus marcas de pisco, y en los anaqueles aparecieron cada vez más botellas competidoras entre sí, cada una más galardonada que la otra en concursos nacionales e internacionales.

Este pisco tradicional es consumido por un público conocedor mayor de 30 años. Viñas de Oro, empresa del grupo Brescia, decidió lanzar un pisco que sedujera a la juventud A/B del Perú. Un pisco que no sólo pudiera tomarse en copitas de conocedor, sino que también pudiera mezclarse con jugos y gaseosas, como se hace en las discotecas. Así nació Ku: con un contenido fino y neutro, y una botella adecuada al mundo juvenil actual.

La pepa
La llamada telefónica a Toronja tuvo la siguiente frase central: "sólo tenemos recursos para hacer un comercial muy económico que será pauteado en TV por cable".

Decidimos hacer un spot sin personas. El "actor principal" sería la botella de Ku que personificaría al joven actual, y serían las botellas de pisco tradicionales las que personificarían a los padres y tíos del chico. La imagen que queda al final: Ku es el pisco que decide dejar a ese grupo de tíos reposados, porque tiene ganas de irse de juerga. Tal como lo hacen los chicos de hoy. Identificación y aspiración a la vez.
Pisco Ku
El único pisco que busca fiesta
frutas que ayudan frutas aliadas pepas de interés recomendamos
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