For every open soft-drink can, that might mean the use of yet another plastic straw. To increase awareness about the use of sustainable drinking straws, Guaraná Antarctica has launched an initiative created by AlmapBBDO that turns posters and ads for the brand into paper straws.
With illustrations depicting native Brazilian animals such as the pirarucu fish and the toucan, the pieces read “Drink with this poster” or “Drink with this ad” and will be spread around bars and restaurants, and included in major newspapers. Posts on the brand’s social media accounts round out the campaign.
Each piece is composed of detachable strips made from nontoxic, biodegradable material, and can produce 12 to 14 straws. Assembly is simple: just pull the film off the back of each strip and use a pen or pencil to roll it into the shape of a straw.
Guaraná Antarctica, which comes straight from the Amazon rainforest, has a unique relationship to nature. The brand’s initiative is landing amidst a heated debate on the topic, including several municipal ordinances that seek to ban plastic drinking straws altogether.
Title: Straw Poster
Product: Guaraná Antarctica
CCO: Luiz Sanches
Executive Creative Directors: Keka Morelle, Marcelo Nogueira, André Gola, Pernil, Bruno Prosperi.
Creatives: Caio Zucchi, Daniel Oksenberg, Daniel Chagas Martins and Nelson Prado
Illustration: André Ducci
Art Buyer: Tereza Setti
Graphic Producers: José Roberto Bezerra, Marcos de Souza
Product Manager: Mayra Otsuka
CSO: Cintia Gonçalves
Planning: Sergio Katz, Beatriz Scheuer, and Yuri Abduch.
Media: Heloisa Lima, Haroldo Paro, André Pollner, Camila Oliveira, and Rafael Campregher
Client Services: Maysa Oliveira, Ana Clara Grana Costa, Fernanda Sepulbeda, Paula Pompeo.
Approval: Felipe Ghiotto, Daniel Silbe, and Mariana Taborda