SET OF CHILDREN’S BED LINEN by Borghi/Lowe Sao Paulo for Ablv

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SET OF CHILDREN’S BED LINEN

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Industry Milk, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Fernanda Salloum
Copywriter Myla Verzola
Released November 2009

Credits & Description

Category: Self Promotion
Advertiser: ABLV
Product/Service: LONG LIFE MILK
Agency: BORGHIERH/LOWE
Date of First Appearance: Nov 6 2009 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (BORGHIERH/LOWE)
Executive Creative Director: Erh Ray (BORGHIERH/LOWE)
Creative Director: Fernando Nobre (BORGHIERH/LOWE)
Copywriter: Myla Verzola (BORGHIERH/LOWE)
Art Director: Fernanda Salloum (BORGHIERH/LOWE)
Account Manager: Priscilla Carvalho (BORGHIERH/LOWE)
Head of Planning: Gabriela Soares (BORGHIERH/LOWE)
Media placement: Direct Mailing - 2.500 Families With Young Children Identified Through Purchased Mailing List Of - 06/11/2009

Describe the challenges and key objectives
To place ABLV and long life milk in the daily lives of mothers and their children, highlighting its importance. The challenge was to achieve this using a didactic but not boring approach, involving mothers and children in the matter in a fun way, given that child feeding and growth issues tend to be heavy issues in most families.

Describe the brief from the client
To show mothers the importance of long-life milk (UHT) in the growth of their children, encouraging product purchase.

Describe how you arrived at the final design
Children may dislike feeding and growth issues, but all of them like growing up and measuring this growth. To make measuring part of the daily routine, adopting a daily ritual between mother and child is ideal: at bedtime, when mothers’ put their child to bed. A set of bed linen was created with a measuring rule print and children’s cartoons of milk-based products. Because the sets are not disposable or temporary, they will track and show the importance of long life milk throughout the growing up phase of the children.

Give some indication of how successful the outcome was in the market
The issue was introduced into the routine of families with children in a practical and fun way and the results of the action may last years – for as long as sets of bed linen last, and for the length of the growing phase of the children whose mothers received the set.