THIS ONE IS LAYERED by McCann Erickson Mumbai for Sanjay Roy

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THIS ONE IS LAYERED

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Industry Culture, Leisure & Sport, Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Creative Director Ashish Chakravarty, Rajesh Bhardwaj, Rohit Devgun Ltd., Kapil Batra Ltd.
Art Director Neha Sidhra
Copywriter Aditya Gupta
Photographer Pranjal Bordoloi
Released September 2010

Credits & Description

Category: Logo Design
Advertiser: SANJAY ROY
Product/Service: DIGITAL ARTIST
Agency: McCANN WORLDGROUP
Date of First Appearance: Sep 21 2010
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Executive Chairman & CEO McCann World group & Regional Creative Director, Asia Pacific: Prasoon Joshi (McCann Worldgroup)
Creative Director: Ashish Chakravarty (McCann Worldgroup)
Creative Director: Rajesh Bhardwaj (McCann Worldgroup)
Creative Director: Kapil Batra (McCann Worldgroup)
Creative Director: Rohit Devgun (McCann Worldgroup)
Copywriter: Aditya Gupta (McCann Worldgroup)
Art Director: Neha Sidhra (McCann Worldgroup)
Photographer: Pranjal Bordoloi (McCann Worldgroup)
Media placement: Layered Visiting Card - 100 Cards Handed To Media And Advertising Community In New Delhi - 21 September 2010
Describe the brief from the client
The client, Sanjay Roy, a digital artist wanted an imaginative, yet relevant idea to redo his visiting card. Something that would build on his image in a highly competitive market. And ultimately get more people to consider his services.
Describe the challenges and key objectives
The big challenge was to appeal to the enhanced creative quotient of the target audience -the media and advertising community in New Delhi.
The key aim was to craft an identity that would creatively shine through the competition, being relevant for a digital artist at the same time. Something that would add to the client’s image in the marketplace and ultimately draw a heightened response from the target.
Describe how you arrived at the final design
There’s a certain joy in seeing different visual elements coming together to form a composite image. We gave this joy a physical form through a transparent visiting card, folded like an accordion. The folds, each with objects on them, overlay each other to compose the final image.
Give some indication of how successful the outcome was in the market
The layered card instantly struck a chord with the media and advertising fraternity in New Delhi. And helped create a progressive image of the client, Sanjay Roy, in their minds.
Out of the 100 cards handed out in the first phase, the client received 42 unique enquiries (over phone and mail) inside a week.
Before this activity, the client received 11 enquiries on average in a week.
An overwhelming spike of 382%.