SUPERHERO by Grey Kuala Lumpur for BEONE MARKETING

SUPERHERO

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Copywriter Charlene Ong, Pooi Yeng
Designer Licia Ng, Phoecus Lee
Released March 2010

Credits & Description

Category: Posters
Advertiser: BEONE MARKETING
Product/Service: UNDERWEAR
Agency: GREY GROUP KUALA LUMPUR
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: GREY GROUP KUALA LUMPUR, MALAYSIA
Group Creative Director: David Sin (Grey Kuala Lumpur)
Senior Art Director: Phoecus Lee (Grey Kuala Lumpur)
Copywriter: Charlene Ong (Grey Kuala Lumpur)
Copywriter: Pooi Yeng
Designer: Phoecus Lee (Grey Kuala Lumpur)
Designer: Licia Ng (Grey Kuala Lumpur)
Media placement: Poster - Retail Outlets - 15/03/2010 - 1 Month

Describe the challenges and key objectives
The task was to create a simple but distinctive poster that would sell the appeal of enhanced masculinity in a fresh new way. This appeal was already being promoted in a dozen ways, each visual (sometimes with an adoring female, others with an unrealistically steroid-pumped male) more attractive than the next. What the creative team needed was another method of expressing manly confidence.

Describe the brief from the client
To generate the interest of young males aged 18 to 30 in Private Structure, a men’s underwear brand that has had a steady, successful sales revenue but low-key brand awareness.

Describe how you arrived at the final design
The chosen design direction came from one important question: why do superheroes wear their underwear on the outside? The answer: to advertise their masculinity. Utilising the concept of the alter ego, and the universal appeal of superheroes to males both adolescent and adult, the visual execution was born. To maximise the idea’s strength, a colourfully nostalgic Marvel-esque feel was communicated through the bold treatment of the outlines and typography. A simple, iconic poster centred around this concept conveys a message that resonates with every man: the package is everything.

Give some indication of how successful the outcome was in the market
As the posters have only recently been put on display, sales figures are not yet available. However, Private Structure sales personnel report that the posters are in great demand as collectibles whenever given away as a purchase incentive. It is expected that these keepsakes will eventually lead to lasting brand recall and loyalty.