Agency: Mohallem/Artplan, São Paulo, Brazil
Creative Director: Eugênio Mohallem
Head of Art: Marcus Kawamura
Art Director: André Batista
Copywriter: Rodrigo Resende
Photographers: Caio Miranda / AGB Photos, OtherImages, GettyImages
Retouching: Ariê Magalhães
Copy: “Don’t let your work be mistreated.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: MAIS will treat my work with the same care and attention that I would. 
2. Affective: Ads should create a sense of uneasiness as the viewer imagines trusting his/her work in the hands of another to finish.
3. Conative: Ultimately the ads should drive viewers to the company website.

Positioning
There is a deep connection we make to the things we build. We see ourselves in our work, and as such, often become emotionally attached to it. So it’s only natural for us to be worried about the integrity of our work when passing it along to another for finishing, which is also why we carefully consider who to collaborate with. To alleviate the concerns designers have about printers upholding the quality of their work this campaign positions MAIS as the alternative to negligent competitors by relating to situations in which carelessness could lead to disaster.

Consumer Promise
MAIS will finish your work with highest level of care and quality.

ADDITIONAL EXECUTION

Visual: Two UPS/FedEx looking men toss a press sheet with a package labeled FRAGILE printed on it into a warehouse.
Copy: “Don’t let your work be mistreated.”