You don't celebrate 60 years with an ad, but with the bond IVESS builds on every delivery.
Six decades don't get resolved with a single ad. So we built a run of activations across the year: a 130 page hardcover recipe book with Tomás Fonzi, the Sifonarte art contest, with over 1,000 entries and a show as part of BADA, and a promo that gave away 60 prizes a day for 60 days. The commercial wasn't the starting point, it was the crowning of that whole journey.
And what we set out to crown is a simple, very human insight: the soda delivery guy isn't an anonymous courier, he's the one who greets you by name and knows your family. That bond is what keeps a brand standing for 60 years. It isn't built in the abstract or in one campaign: it's built in the everyday, door by door.
On the client side, it landed the same way. Eduardo Inhague, Marketing Director at IVESS, called it “the perfect close to an incredible year”, a campaign that captures, in a warm tone, the quality of the service and the love the delivery drivers put in every day.
