GRAPHIC DESIGNER - ART DIRECTOR
LUPITA The Early Queue
2024 Idea + Art Direction
TeamJosé Pinto (Me)
Joana Gabriel
Context
Project made at Brother Lisboa and presented to the real client. Lupita was going to open a new restaurant and needed a creative, bold and quite crazy idea to promote the new store.
Insight
The lines at Lupita are endless, which has already become a characteristic embraced by the brand. Along the lines, curious and funny situations happen, which help make them truly
iconic. However, their length can sometimes drive away former customers and discourage potential new ones, who feel intimidated by the long wait.
Idea
Lupita is opening a new location, keeping the same style and conditions that made it famous. However, Lupita’s pizza is so irresistible that there’s already a line forming, even before the new pizzeria opens.
Execution
Lupita, even while still closed in Alvalade, will set up a line of dressed mannequins, waiting for their turn for pizza. This creates strangeness and curiosity among people about what’s going to open. We can place in the shop window: “Lupita hasn’t even opened yet, but the line is already here.” To make it more realistic, the pizzeria can release the smell of pizza when people walk by, activating their hunger and desire to eat pizza. Each mannequin will have a number, and through a social media activation, the winners can receive that number, that spot in line. On opening day, those people will be the first to enter and have lunch at the new location.
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