COMMUNICATION CUT - PRINT (PRESS)

Lomiteros After Hours - Burger King
Fast Food

Shortlist

Title:	Lomiteros After Hours
Brand:	Burger King
Product/Service:	Fast Food
Client:	Burger King
Agency:	GARABATO MULLENLOWE
Production Company:	The Lab - Ale Burset
Editing Company:	Ale Burset
Sound Company:	The Lab
Creative Director:	Paloma Cella
Title:	La Juana
Release Date:	2025-03-16
Duration:	00:00
Individual Credits:	Paloma Cella
Individual Credits:	Giorgio Nizza
Individual Credits:	Marcelo Márquez
Individual Credits:	Diego Centurión
Individual Credits:	Mauricio Alfaro
Individual Credits:	Mathias Duarte
Individual Credits:	Fuh Bobadilla
Individual Credits:	Renzo Renna
Individual Credits:	Carla Arza
Individual Credits:	Jaz Demestri
Individual Credits:	Guillermo Collar
Individual Credits:	Enmanuel Gay
Individual Credits:	Arami Torres
Individual Credits:	Juanjo Duarte
Additional Credits:	This work pays tribute to a figure both present and beloved in Paraguayan life—the lomitero. While deeply rooted in the country’s culture, lomiteros have rarely, if ever, been represented by major brands or advertising. This campaign changed that. A lomitero runs a “lomitería,” a late-night sandwich stall found on nearly every street corner, much like taco stands in Mexico or hot dog carts in New York. Through meticulous art direction, lighting, and photography, we gave this familiar world a level of visual care it had never received. Materials, sweat, night lights, steam, and grease-stained grills were all portrayed with cinematic precision. It wasn’t just execution—it was homage. A piece crafted to elevate the everyday, and to honor those who carry the night on their shoulders. The result is a campaign rooted in cultural truth, elevated through craft—and embraced not only by audiences, but by the lomiteros themselves.