H3 LIMONADANADA
Digital Campaign for
Sugar free lemonade
Context
H3 is a burguer restaurant brand known in Portugal for its burgers and simple, accessible menu.
Challenge
Create the creative concept and key visuals for H3’s new sugar-free lemonade, communicating its main differentiator in a simple, memorable and visually engaging way.
Visual Exploration - AI generated images
A clear visual direction emerged centered on simplicity, freshness and a playful tone.
Concept
A wordplay between “limonada” (lemonade) and “nada” (“nothing” in Portuguese), highlighting the idea of zero sugar in a simple, playful and memorable way.
LIMONADANADA
Teaser video
A teaser film was released featuring a well-known Portuguese presenter, Filomena Cautela, acting as the face of the campaign. Set against a minimal blue background, the film introduces the tone of Limonadanada and builds curiosity around the concept of “nothing”. Through a simple and playful message, it sets the stage for the campaign reveal.
Keyvisuals
The final campaign visuals were developed as motion pieces, bringing the concept to life through animation and rhythm.
From the screen to the street
A wordplay between “limonada” (lemonade) and “nada” (“nothing” in Portuguese), highlighting the idea of zero sugar in a simple, playful and memorable way.
Activation 1
The campaign was brought to life through an experiential activation inside a branded limousine, extending the concept of Limonadanada into a real-world interaction. As the presenter welcomes guests on board, she asks questions and engages with them through a scripted experience built around the word “nothing”, playfully exploring its meaning and reinforcing the campaign’s tone.
Activation 2
One more campaign extension took place on the streets, where the presenter interviewed people and challenged them to do nothing for one minute. Those who succeeded were rewarded with a Limonadanada and a complimentary H3 meal, turning the idea of “nothing” into a playful social experiment.
Limonadanada elevates one of H3’s most popular products - its lemonade - through a simple yet impactful creative concept. By combining clear art direction, naming and experiential storytelling, the campaign transforms a familiar product into a distinctive and memorable communication piece within the brand’s ecosystem.