Cap48 Design & Branding POST IT DRESS by Air Brussels

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Belgium
Agency Air Brussels
Creative Director G. Ginterdaele, M-L. Cliquennois
Art Director Marie-Laure Cliquennois - Marine Vincent
Copywriter Cedric Tielemans
Released November 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: CAP48
Product/Service: CHARITIES
Agency: AIR
Date of First Appearance: Nov 2 2009 12:00AM
Entrant Company: AIR, Brussels, BELGIUM
Creative Director: G. Ginterdaele (Air)
Creative Director: M-L. Cliquennois (Air)
Art Director: Marine Vincent (Air)
Stylist: Rite Antheunis
Copywriter: Cedric Tielemans (Air)
Media placement: Post It Dress On Moving Model - Streets - 02/11/2009 / 09/11/2009

Describe the challenges and key objectives
The challenge: visibility in a big city, sympathy and functionality. The objective: sell as many notepads as possible.

Describe the brief from the client
Every year, Belgians mark their diaries for a special event: the CAP48 fundraising operation. CAP48 is an organisation aiming to help integrate handicapped people in society. In exchange for a small donation, which to CAP48 represents a huge support, they receive a fun and useful keepsake. This year, the keepsakes in question were notepads. The briefing was to help volunteers sell as many notepads as possible. Length of the action: one week.

Describe how you arrived at the final design
Our claim: 'No matter what you use them for, just buy them. Lots of them.' We decided to set an example during the sale of the said object, in a sympathetic, aesthetic and functional way. People in the street could come across women dressed from head to toe in notepads, sometimes accompanied by their dog, selling the notepads. Our Design is at the same time a walking display, a sandwich woman, a street vendor and an animation in the streets. It creates visibility for the product and the brand.

Give some indication of how successful the outcome was in the market
The media got wind of the campaign, and both television and radio reported on CAP48’s notepad mania. Spectators discovered the stunt in the opening sequence of the national TV news. 2009’s fundraising week was a hit. In the French-speaking part of the country, more than 200 000 notepads were sold in just 10 days’ time. Cap 48 will be selling Post it again in 2010 and given how successful the action was, it will be repeated this year, with men now also being dressed from head to toe in notepads.