F/Nazca Saatchi & Saatchi Launches Handmade Book to Celebrate the Guarana Fruit
To mark the company's 95th year, Guaraná Antarctica has launched the Wara’ná Book. Only available in limited numbers, the book is divided into four chapters that invite readers to learn about, and sometimes feel, every detail of the native Amazonian fruit which is also a raw material for Guaraná Antarctica.
The design of the book follows the same artisanal care that forms the production basis of the soft drink, which, from planting of the seed to reaping, passes through the hands of farmers in the region of Maués, in the heart of the Amazon. Hands that plant, that reap and that select the best fruit. Hands that give life to Guaraná, to its stories and legends.
“With this Project, we will take to the audience all the culture and artisanal work involved in the production of each can of Guaraná Antarctica that Brazilians already know,” explains Diogo Dias, Marketing Director for the brand. “For years we have being developing a partnership work with family producers in the Amazon region that stimulated the economy in the region, cared for the environment and preserved the history and culture of the guaraná. It is the story of guaraná and of these people that we're going to tell in this book,” he adds.
According to Theo Rocha, Creative Director for F/Nazca Saatchi & Saatchi, the agency responsible for creating the publication "it's impossible not to fall in love with the history and production process. And we needed to share this experience with everyone. The book, produced manually, recreates in a playful and visual manner the history of the fruit, of the Amazon, of the Maués, and of the hands that produce the guaraná."
Creative Director: Theo Rocha | Rodrigo Castellari | Pedro Prado
Copywriter: André Brandão
Art Director: Fabiano Higashi | Pedro Gabbay
Executive Creative Director: Fabio Fernandes
Photographer: Fernando Cavalcanti
Producer: Jomar Farias | Guilherme Gaggl | Leandro Ferreira
Creative Agency: F/Nazca Saatchi & Saatchi
Art Buyer: Juliana Gardim | Edna Bombini
Planners: Andre Foresti | Rafael Camilo | Gabriela Sanchez
Account Management: Saulo Sanchez | Rafael Cappelli | Luiz Ortega | Marcella Guerrero
Typographer: Fabiano Higashi | Gisele Oshiro | Pedro Gabbay | Estúdio Pum
Illustrator: Fabiano Higashi | Fabio Vido | Full Throttle
Genre: PR , People , Print , Tabletop