AS Colour Design & Branding CATALOGUE & TEE SHIRT FOLDING MACHINE by DDB Auckland

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CATALOGUE & TEE SHIRT FOLDING MACHINE

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market New Zealand
Agency DDB Auckland
Art Director James Tucker
Copywriter Simon Vicars
Designer Cliff Li
Photographer Mat Baker
Released December 2010

Credits & Description

Category: Point of Sale
Advertiser: AS COLOUR
Product/Service: FASHION WHOLESALER/RETAILER
Agency: DDB GROUP NEW ZEALAND
Date of First Appearance: Dec 21 2010
Entrant Company: DDB GROUP NEW ZEALAND, Auckland, NEW ZEALAND
Group Executive Creative Director: Toby Talbot (DDB Group New Zealand/RAPP Tribal)
Copywriter: Simon Vicars (DDB Group New Zealand/RAPP Tribal)
Art Director: James Tucker (DDB Group New Zealand/RAPP Tribal)
Head of Art: Dave Brady (DDB Group New Zealand/RAPP Tribal)
Agency Producer: Andy Robilliard (DDB Group New Zealand/RAPP Tribal)
Account Director: Jenny Travers (DDB Group New Zealand/RAPP Tribal)
Designer: Cliff Li (DDB Group New Zealand/RAPP Tribal)
Retoucher: Gordon Moir (DDB Group New Zealand/RAPP Tribal)
Photographer: Mat Baker
Media placement: Direct Mailing + Tee Shirt - Wholesale Buyers & Elite Retail Database X 1,000 - 21 December 2010/ 2 Weeks

Describe the brief from the client
AS Colour are New Zealand's leading suppliers of premium quality tee shirts. Every year they create a catalogue. We were asked to create a catalogue that wouldn't end up in the bin.

Describe the challenges and key objectives
Creating a catalogue each year is a vital part of marketing AS Colour’s new stock to wholesale and retail buyers. The problem was that after sending catalogues out, wholesale orders would spike and then quickly drop away. This was because buyers would throw away or lose their catalogue. Our key objective was to create a catalogue that wouldn’t be thrown away - a catalogue that recipients would want to keep, use as frequently as possible and tell their friends about.

Describe how you arrived at the final design
We designed something that didn't just showcase their range of tee shirts, it also doubled as a miniature showroom and tee shirt folding machine.

Give some indication of how successful the outcome was in the market
AS Colour were flooded with requests for the new design. American magazine 'T-world' not only wrote an article about it, they also added the catalogue to a documentary on tee shirt culture.
After three months, 87% of wholesale buyers were still in possession of their folding machine catalogue. As for the rest of the buyers, their catalogues weren’t thrown away. They had been stolen.