How F/Nazca Saatchi Turned Skol Bottles Into Furniture

The launch campaign of Skol Aluminum bottles, created in July 2013, is one of the main projects conceived by F/Nazca Saatchi & Saatchi competing for a Lion at the Cannes Lions Festival of Creativity. The project consisted of unique designs that enabled the bottle to be turned into a lamp, clock, oil & vinegar set, candleholder or vase after the consumption of the beverage.

Instead of just creating a campaign about the new aluminum packaging, F/Nazca turned it into an object of desire, besides promoting sustainability.

A total of 2.5 million Skol aluminum bottles were sold. The kits, which were an activation strategy for bottles, generated a US$1.3 million profit for Skol. More than 60,000 kits were sold, and 60% of consumers bought more than one. On social networks, 90% of the comments were positive, a new record for Skol, and e-commerce registered a sales conversion rate of 7% while the historic average in Brazil is 1.5%

The campaign also promoted an armchair designed by Pedro Useche, one of Brazil’s top designers. The resulting piece uses the bottles' cylindrical shape to generate a relaxing massage sensation. This piece of furniture has already won a Silver Pencil on One Show Awards 2014.

Credits

Agency: F/Nazca Saatchi & Saatchi

Client: Ambev

Product: Skol Design

Creative Director: Fabio Fernandes, Eduardo Lima

Copywriter: Romero Cavalcanti, Eduardo Lima

Art Director: Bruno Oppido

Head of Art: João Linneu

Furniture Designer: Pedro Useche

Account Supervisor: Marcello Penna, Carmen Rodriguez, Rafael Pontes

Planner: José Porto, Guilherme Pasculli, Rafael Paes

Media Team: Lica Bueno, Sandro Cachiello, Cristina Omura, Renato Gabriel, Vivian Simões

Art Buyer: Edna Bombini, Juliana Gardim

Graphic Production: Jomar Farias, André Fasanella, Robson De Vitto, Leandro Ferreira

Illustrator: Bruno Oppido

Technology: Jefferson Russo, Ariadne Gomes

Project Director: Aline Verissimo

Project Manager: Luiz Ortega

Content Manager: Gustavo Mayrink, Jaqueline Amaral

RTVC: Victor Alloza, Renato Chabuh, Gisele Campos, Maira Massullo 

Film Production: Prodigo Films

Direction: André Godoi

Photography Director: Lito Mendes da Rocha

Art Director: Marcelo Escanuela

Executive Producer: Francesco Civita

Production Company Supervisor: Chico Pedreira

Editor: André Dias

Post Production: Prodigo Films

Sound Production: Tesis

Composer: Silvio Piesco

Location: Albuquerque

Client Approval: Jorge Mastroizzi, Pedro Earp, Fábio Baracho, Maria Fernanda Albuquerque