Perfetti Van Melle Design & Branding THE CANDY TREE by Ogilvy & Mather Mumbai

THE CANDY TREE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Vijay Sawant
Copywriter Sofia Ashraf
Group Account Manager Parul Madaan
Illustrator Dnyanesh Parab, Zuber Shaikh
Released November 2011

Credits & Description

Category: Temporary Retail
Advertiser: PERFETTI VAN MELLE, INDIA
Product/Service: PERFETTI VAN MELLE
Agency: OGILVY & MATHER
Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director: Vijay Sawant (Ogilvy & Mather)
Senior Creative Director: Anurag Agnihotri (Ogilvy & Mather)
Creative Controller: Nasrullah Husami (Ogilvy & Mather)
Copywriter: Sofia Ashraf (Ogilvy & Mather)
Junior Copywriter: Farhan Siddiqui (Ogilvy & Mather)
Senior Art Director: Tejal Sawant (Ogilvy & Mather)
Junior Visualiser: Zuber Shaikh (Ogilvy & Mather)
Illustrator: Dnyanesh Parab (Ogilvy & Mather)
Illustrator: Zuber Shaikh (Ogilvy & Mather)
Artist: Santosh Dhadve
Client Services Director: Antara Suri (Ogilvy & Mather)
Group Account Manager: Parul Madaan (Ogilvy & Mather)
Senior Account Executive: Mithila Manhas (Ogilvy & Mather)
Media placement: The Candy Tree Installation - Oberoi Mall, Mumbai - 13th November, 2011

Describe the brief from the client
November 14th is celebrated as Children’s Day in India. Perfetti, India’s largest confectionery company, wanted to wish children a Happy Children’s Day.

Describe the challenges and key objectives
Print, hoarding, mailers – children don’t pay attention to these. We wanted to reach out to children in their own language. The language of dreams.

Describe how you arrived at the final design
We made the ultimate dream of every child come true. We created a life-sized tree that sprouted candy. A child simply had to shake the tree and an assortment of toffees would rain down on him. What better gift to give children on their special day?

Give some indication of how successful the outcome was in the market
The Candy Tree saw a footfall of over 1,000 children.
This has prompted us to take the tree across the nation and install it at various cities.