Bus shelter - Dominoes
Billboard - Dominoes
Bus shelter - Gossip
Billboard - Gossip
Bus shelter - Family
Billboard - Family
Bus shelter - Work
Bus shelter - Movie night
Obela Campaign 2016

Creative Direction: Jorge Inchaurregui Elizarraras, Mauricio Dávila
Art Direction: Jorge Inchaurregui Elizarraras
Photo editing: Gabriel Torres
Copywriting: Jorge Inchaurregui Elizarraras

Obela, the leading brand of hummus in Mexico, asked to create a new concept to promote "togetherness", one of the main values of the brand.
In Spanish "Más rico" can have more than one meaning: more tasty, more rich, more cozy. All of these meanings reflect what Obela is, a tastier snack, a richer experience, a cozier moment to share with friends and family.
Finally, the call-to-action uses a custom created verb "Obelear", "To Obeleate" in English, which not only gives it uniqueness, but also an interesting and fun way to relate any and all actions to Obela.

"Obeleate with the tasty and nutritious dip"

Freelance, Full-time
Jorge Inchaurregui Elizarraras
Creative Director | Art & Copy | Bilingual Ciudad de México, Mexico