Relaxation begins. People are returning to their old habits, to “normality”. After such a difficult time, we want to forget what happened, move on, and enjoy life again.
In this context, LUCA must also return to normality. We supported people during the pandemic — now it’s time to make them smile again, just like before.
Returning to normality, for LUCA, means returning to the pre-pandemic spirit — to the good humor and jokes that made the brand stand out in the first place.

Strategy

• Communication Strategy

Creativity

• Creative Concept
• Copywriting
• Art Direction

Idea

Today’s products no longer satisfy simple needs — everything is super, exceptional, unforgettable.
A simple chewing gum now promises to fix your life, help you find your true path, and take you to the top of the mountain.

We’ll use these same exaggerated advertising methods — but in our case, it will be done with humor. And our tagline will make it clear that LUCA is only for when you want something good to eat, not when you’re looking to discover a revolutionary technology or live life to the fullest.