Diamond Of California Design & Branding SLEEPY CAMPAIGN by Leo Burnett Hong Kong

SLEEPY CAMPAIGN

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Copywriter Spring Liu
Photographer Anuchai Sricharunputong, Nok Pipattungkul
Released April 2012

Credits & Description

Category: Posters
Advertiser: SHANGHAI DIAMOND TRADE INTERNATIONAL
Product/Service: DIAMOND COFFEE
Agency: LEO BURNETT HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Creative Director/Copywriter: Nutchanun Chiaphanumas (Leo Burnett Hong Kong)
Creative Director/Copywriter: Joe Chan (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Senior Art Director: Nateepat Jaturonrasmi (Leo Burnett Hong Kong)
Senior Art Director: Claudia Wong (Leo Burnett Hong Kong)
Copywriter: Spring Liu (Leo Burnett Hong Kong)
Managment Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Brand Manager: Basil Cheung (Leo Burnett Hong Kong)
Photographer: Anuchai Sricharunputong
Photographer: Nok Pipattungkul
Production House: (Remix Studio Bangkok)
Media placement: Posters - Diamond Coffee Shop - 27 April 2012

Describe the brief from the client
The client needed to boost the brand amongst functional coffee drinkers, and establish itself as the coffee that really wakes you up.

Describe the challenges and key objectives
We needed to jolt the viewer out of their normal routine, and a purely rational approach would not be enough. We needed to think of something that didn’t just let them know that they should drink Diamond Coffee when they’re sleepy, but would make them feel it.

Describe how you arrived at the final design
The idea was to really make the viewer feel the need for a coffee, so we designed an ad that induces sleepiness. Using a simple trick of the eye built into scenarios associated with becoming sleepy, we targeted both their reason and their senses.

Give some indication of how successful the outcome was in the market
Not only did sales increase more than the same period last year, but people were asking for copies of the ad to send to friends to try for themselves. Fortunately, no increase in sleep-related accidents were recorded (that we know of).