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Stained idea

Original: Nescafe’

Latin America

Less original: Coffee Bean & Tea Leaf

Agency: B Communications

Creative Director: Gilbert Semillano



Three of these ads have a core concept in common – visually illustrating coffee stains to represent the product; so far so good But…Two of them however go further to link the coffee stain representing the product (coffee) with a visual of a smile representing the feeling of satisfaction (smile) as indication to the quality of the product (coffee) in a lateral thinking process.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN:0-304-35505-4

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia

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