GLAMOUR by Publicis Madrid for Db Apparel Belux

GLAMOUR

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Design & Branding
Market Spain
Agency Publicis Madrid
Creative Director Juan Pablo Gariglio, Rafael Santamarina, Walter Aregger
Art Director Javier Rodriguez, Arturo Sania
Copywriter Esteban Franco
Account Supervisor Belen Segura, Charles George-Picot
Released April 2012

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: DB APPAREL INTIMATES
Product/Service: WONDERBRA
Agency: PUBLICIS COMUNICACIÓN ESPAÑA
International Creative Director: Erik Vervroegen (Publicis)
General Creative Director: Alexandre Okada (Publicis)
Creative Director: Rafael Santamarina (Publicis)
Art Director: Javier Rodríguez (Publicis)
Art Director: Arturo Sania (Publicis)
Copywriter: Esteban Franco (Publicis)
Account Supervisor: Charles George-Picot (Publicis)
Account Supervisor: Belén Segura (Publicis)
Media placement: Temporary exhibition - Book stores - 28 April 2012

Describe the brief from the client
- Date of implementation: April 2012
- Brief from the client.
Increase the traditional target of the brand in Spain, normally situated in women between the ages of 18 to 30, getting to women between 30 and 35 years old.

Describe the challenges and key objectives
The objective was to create a piece that connected with a public mostly formed by mature and self-esteemed women, to whom the sexuality plays an important part.

Describe how you arrived at the final design
Our inspiration were the self-help books category. The pieces are at first glance regulars books: the cover and pages are familiar to the touch, and only reveal the surprise when you open, its in fact a Wonderbra box.
The finishing sample shows, a classic and retro aesthetics regularly used in self helped books, which makes it more fun when you open it to find a Wonderbra inside, connecting both content and container. The designed was thought to be in agreement with the point of sale, as the piece had to be surrounded by books and look like them.

Give some indication of how successful the outcome was in the market
The initial response in the majority of the cases was surprise, followed by interaction with the piece. An immediate connection with objective public was made.