STOLEN BOOKS by Ruiz Nicoli for Club De Creativos

STOLEN BOOKS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Spain
Agency Ruiz Nicoli
Art Director Javier Gómez De Quero
Copywriter Javier Echevarría, Breno Riviere-Guimaraes Cotta, Leandro Yanco
Typographer Hector Losa
Released April 2009

Credits & Description

Category: Point of Sale
Advertiser: CLUB DE CREATIVOS
Product/Service: CLUB DE CREATIVOS
Agency: RUIZ NICOLI LINEAS
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: RUIZ NICOLI LINEAS, Madrid, SPAIN
Executive Creative Director: Breno Cotta (Ruiz Nicoli Líneas)
Copywriter: Breno Cotta (Ruiz Nicoli Líneas)
Copywriter: Leandro Yanco (Ruiz Nicoli Líneas)
Copywriter: Javier Echevarría (Ruiz Nicoli Líneas)
Art Director: Javier Gómez (Ruiz Nicoli Líneas)
Typographer: Hector Losa (Ruiz Nicoli Líneas)
Photography: (The Unknown Artist)
Art Buyer: Marianna Bogliaccini (Ruiz Nicoli Líneas)
Artworks: Carolina Gutiérrez (Ruiz Nicoli Líneas)
Media placement: Will be soon - Will be soon - Will be soon

Describe the challenges and key objectives
The first goal was to sell our 10 th advertising annual in times of crisis. The second goal was to fill our school's bookshelves with other advertising books for our students.

Describe the brief from the client
We had to promote our annuals in an innovative manner. Offering 25% discount to all of those who return stolen advertising book. Even if the ones who stole the books are Spain's most famous creative directors.

Describe how you arrived at the final design
We used a series of hand crafted fonts and typographies originally created for these ads. They helped focus the attention on the message that was being delivered by prescriptors who were 4 Executive Creative Directors hidden under stockings (just like thieves).

Give some indication of how successful the outcome was in the market
More than 15.000 views of the main target in one week, we caught the attention of the mainstream media, we were featured in the most viewed advertising programmes achieving a huge exposure on advertising magazines websites press. More than 600 annuals sold. 52,000 EUROS in sales and full bookshelves loaded with returned books.