Biofert Design & Branding CARNIVOROUS PLANTS by DDB Sao Paulo

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CARNIVOROUS PLANTS

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Industry Chemicals, Fertilizers & By-products, Metallurgy, Household maintenance & pet products
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Art Director Sergio Magalhaes, Teco Cipriano, Daniela Strang
Copywriter Mathias Almeida
Illustrator Gustavo Sobral
Released September 2011

Credits & Description

Category: Posters
Advertiser: BIOFERT
Product/Service: FERTILIZER
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (Ddb Brasil)
Executive Creative Director: Marco Versolato (Ddb Brasil)
Art Director: Sergio Magalhaes (Ddb Brasil)
Art Director: Teco Cipriano (Ddb Brasil)
Copywriter: Mathias Almeida (Ddb Brasil)
Illustrator: Gustavo Sobral (Ddb Brasil)
Art Buyer: Clariana Costa (Ddb Brasil)
Art Director: Daniela Strang (Ddb Brasil)
Media placement: Indoor - Posters - 15/01/2012

Describe the brief from the client

Biofert Univeral is a fertilizer for all kinds of plants, such as ornamental plants, foliage, fruits and vegetables. Its formula protects against nutritional deficiencies and improves plants’ development, making them grow stronger and weather resistant.

Describe the challenges and key objectives
The target consumers for Biofert Universal own small orchards and/or home gardens and grow plants for their own consumption or as a hobby. People who usually make their decisions right at the point of sale. We needed to focus on the benefits of the fertilizer as an accelerator for growth in plants and present it in an synthesized way, aiming to make the posters at the points of sale stand out.

Describe how you arrived at the final design
We searched for cartoon lingo using references that represented carnivorous plants. The idea was to come up with minimalist posters where the main element would stand out. To execute we used illustration and photographs for the pack.

Give some indication of how successful the outcome was in the market
Since the product helps build brand awareness for all the Biofert lines, one of the campaign’s main goals was to conquer a space at the point of sale. Since the campaign has taken place, Biofert reports that they are now sold at stores that did not used to carry their products.