WORD MAZE by Lowe Kuala Lumpur for Cerebos

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WORD MAZE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Malaysia
Agency Lowe Kuala Lumpur
Executive Creative Director Ng Heok Seong
Art Director Lee Foong Peng
Copywriter Ong Shee Hoi
Designer Alvin Lee Tze Lun
Released June 2009

Credits & Description

Category: Typography
Advertiser: CEREBOS
Product/Service: BRANDS ESSENCE OF CHICKEN HEALTH SUPPLEMENT
Agency: LOWE & PARTNERS
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: LOWE & PARTNERS, Petaling Jaya, MALAYSIA
Executive Creative Director: Ng Heok Seong (Lowe/Partners)
Art Director: Lee Foong Peng (Lowe/Partners)
Copywriter: Ong Shee Hoi (Lowe/Partners)
Designer: Alvin Lee Tze Lun (Lowe/Partners)
Client Service: Choo Lee Lee (Lowe/Partners)
Client Service: Zachery Mohd Inri (Lowe/Partners)
Print Producer: Eddie Lee (Lowe/Partners)
Print Producer: Lisa Chong (Lowe/Partners)
Colour Separation: Metro Engravers (Metro Engravers)
Media placement: Poster - Instore Display, Pharmacy - 8 June 2009

Describe the challenges and key objectives
We needed an effective hook to get people to read our product message.

Describe the brief from the client
The aim of this campaign was to get working people to consume Brand’s Essence of Chicken regularly so that they are always sharp and alert at work.

Describe how you arrived at the final design
We took Chinese characters that were work-related words like “business”, “strategy” etc – and we made them look like a maze with no way out. We did this without taking away the instant recognisability of the words as words.

Give some indication of how successful the outcome was in the market
The sales of Brand’s Essence of Chicken went up by 2% during the period we advertised.