COLSUBSIDIO BOOK EXCHANGE by MullenLowe SSP3 Bogota for Colsubsidio

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COLSUBSIDIO BOOK EXCHANGE

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Industry Books, Book store
Media Design & Branding
Market Colombia
Agency MullenLowe SSP3 Bogota
Creative Director Sergio León - Gustavo Marioni, Carlos Camacho Martinez
Art Director Sebastián Peláez, Andres Lancheros, Guillermo Siachoque
Copywriter Mario Lagos
Producer Sonia Llanos
Released November 1999

Credits & Description

Category: Posters
Advertiser: COLSUBSIDIO LIBRARIES
Product/Service: BOOK EXCHANGE
Agency: LOWE-SSP3
Chief Executive Officer: Jose Miguel Sokoloff (Lowe-SSP3)
Creative Director: Gustavo Marioni (Lowe-SSP3)
Creative Director: Carlos Camacho (Lowe-SSP3)
Copywriter: Mario Lagos (Lowe-SSP3)
Art Director: Andres Lancheros (Lowe-SSP3)
Art Director: Guillermo Siachoque (Lowe-SSP3)
Art Director: Sebastian Pelaez (Lowe-SSP3)
Account Director: Carlos Obando (Lowe-SSP3)
Producer: Sonia Llanos (Lowe-SSP3)
Media placement: Temporary Exhibition - Libraries, Supermarket, Eucol, - March 1 To 24 2012

Describe the brief from the client
To invite everyone to exchange their books at the Colsubsidio Libraries from the 3rd until the 24th of March.

Describe the challenges and key objectives
Therefore, people may read new stories and thus increase the national literacy level.

Describe how you arrived at the final design
From the initial concept: “When you visit a Colsubsidio Book Exchange, you come with 1 story, and leave with another”, we chose to hide a story within another one by relating elements of certain shapes within the graphic. The piece’s process was as follows:
1. Character Design

2. Character construction upon paper models.

3. Photos of the paper models and creation of a stencil from the text that supports the graphic.

4. Photographic Retouching Process.

Give some indication of how successful the outcome was in the market
The campaign was a total success. Over 90 books were exchanged on a daily basis. Furthermore, it was a great hit on social media, blogs and advertising webpages. The campaign was heard all over the world, with 90,000 Google search results in under 24 hours. People shared the pieces on their blogs and online profiles.