Axn Design & Branding AXN TV BOXES by Publicis Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Kevin Zung
Copywriter Luís Felipe Figueiredo E Antonio Correa
Released February 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Product/Service: CHANNEL
Date of First Appearance: Feb 2 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL:
Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Executive Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Art Director: Antonio Correa (Publicis Brasil)
Copywriter: Luis Felipe Figueiredo (Publicis Brasil)
Account Executive: Elaine Elias (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Emerson Russo (Publicis Brasil)
Production: Thiago Loureiro (Publicis Brasil)
Production Company: Casa da Mãe Joana (Casa da Mãe Joana)
Video Director: Diogo Ekizian (Casa da Mãe Joana)
Media placement: TV Boxes - Retail Stores - 2 February 2011
Describe the brief from the client
AXN is a TV channel famous for its series. Our brief was to develop a material to communicate the series and gather new spectators to the channel.
Describe the challenges and key objectives
The challenge was to communicate the series in a relevant way to spectators. We needed more than a simple ad; we needed something that could speak to people in the right place and the right time to get them to watch the series.
Describe how you arrived at the final design
When you buy a new TV, you can’t wait to get home and watch something. So we made a partnership with a big TV brand and redesigned its boxes. On each one, we printed the TV series frame and timetable, plus the concept “AXN Series. There’s no better way to enjoy your new TV.”
Give some indication of how successful the outcome was in the market
The boxes carried our communication to stores all over the country. In one month, we hit over 300.000 people at POPs and at home, when the TVs were bought through Internet. In the same period, AXN registered a 12% increase in its audience – such a good result the client is now extending the project to other TV brands.