Dyrup Design & Branding THE SHIRT MADE TO BE STAINED by Leo Burnett Iberia Madrid

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Industry Paints, Paint Brushes, Adhesives
Media Design & Branding
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Fabio Santos, Nuno Salvaterra
Copywriter Pedro Ribeiro, Jaime Nascimento
Account Supervisor Renata Ferreira
Illustrator Fabio Santos
Released March 2011

Credits & Description

Category: Illustration
Advertiser: DYRUP
Product/Service: DYRUP PAINT
Date of First Appearance: Mar 4 2011
Creative Director: Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Art Director: Fabio Santos/Nuno Salvaterra (Leo Burnett Iberia)
Copywriter: Pedro Ribeiro/Jaime Nascimento (Leo Burnett Iberia)
Account Director: Paula Lopes/Tiago Reis (Leo Burnett Iberia)
Account Executive: Frederico Bento/Joana Ferreira (Leo Burnett Iberia)
Account Supervisor: Renata Ferreira (Leo Burnett Iberia)
Illustrator: Fabio Santos (Leo Burnett Iberia)
Producer Director: Cristina Almeida (Leo Burnett Iberia)
Graphic Producer: Antonio Junior/Rui Caracol/Emanuel Serôdio (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: T-Shirt - Paint Stores - 04/03/2011

Describe the brief from the client
The client asked for a purchase gift with the brand’s concept “Happy colours. Happy life”.

Describe the challenges and key objectives
It had to be something that would live beyond the offer itself as a piece of communication, for those who bought ink and everyone else.

Describe how you arrived at the final design
The idea was to offer something that would make the painting process more fun. We thought of turning something bad into good: the inevitable ink splatters.

We came up with a t-shirt collection but a different one with an innovative concept of illustration: it’s wasn’t finished yet. We’ve selected the main colours of Dyrup’s catalogue and illustrated funny stories that needed ink stains of those colours in order to be completed. People had to stain the t-shirts with ink and the more stains they got, the better and funnier they looked.

Give some indication of how successful the outcome was in the market
Painting walls became fun and unlike most advertising t-shirt’s, this one was really desirable and wearable. Everyone ended up with a personalized happy t-shirt and every time they wore it, the concept “Happy colours. Happy life” was communicated.