Breeze Design & Branding COLORS WORTH DIGGING CREATIVE KIT by J. Walter Thompson Bangkok

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COLORS WORTH DIGGING CREATIVE KIT

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Design & Branding
Market Thailand
Agency J. Walter Thompson Bangkok
Creative Director Hans Mueller
Released November 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: UNILEVER
Product/Service: BREEZE
Agency: JWT BANGKOK
Date of First Appearance: Nov 15 2010
Entrant Company: JWT BANGKOK, THAILAND
Creative Director: Hans Mueller (JWT Bangkok)
Graphic Designer: Pairat Thana-nakhen (JWT Bangkok)
Account Director: Piyaporn Sanitwong (JWT Bangkok)
Media placement: Design Special Editions & Promotional Package - Selected Bangkok Pre-schools - Novmeber, 2010

Describe the brief from the client
The ‘Breeze Colors worth DIGging’ Creativity Kit was an agency initiative which was presented and bought by the client, who decided to produce it and distribute it to select Bangkok pre-schools where Breeze mom’s send their children.

Describe the challenges and key objectives
Our objective was to bring the ‘Dirt is Good’ positioning to life in a simple and tangible way that still demonstrates product efficacy.

Describe how you arrived at the final design
We wanted to encourage children to exercise their creativity in a way that fit with Dirt is Good and tied back to the many variants of Breeze and all of their cleaning power. The white T-shirt was an obvious device, and we developed it into both a palette as well as a pad of paper for painting on. The paint colors are tied into Breeze variant colors, and the cleaning power of Breeze happens whenever a page is torn away to reveal a clean canvass underneath.

Give some indication of how successful the outcome was in the market
Feedback for the design was very positive, and we quickly exhausted our stock of creativity kits. The idea has been proposed by Unilever to other countries in the region for further use in other markets.