FREE PASS by Mola Ativism for A Vida E Bela

FREE PASS

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Portugal
Agency Mola Ativism
Creative Director Rui Morais
Producer João Prata
Released October 2009

Credits & Description

Category: Clothing, Sports, Leisure & Recreation
Advertiser: MARITZ MARKETING
Product/Service: EXPERIENCE PACKS
Agency: MOLA ATIVISM
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: MOLA ATIVISM, Linda-a-Velha, PORTUGAL
Account Director: Ligia Mateus (Mola Ativism)
Planner/Copywriter: Joaquim Albergaria (Mola Ativism)
Graphic Designer: Nuno Guerreiro (Mola Ativism)
Product Designer: Mafalda Fernandes (Mola Ativism)
Artwork: Filipa Santos (Mola Ativism)
Creative Director: Rui Morais (Mola Ativism)
Producer: João Prata (Power House Ativism)
Media placement: Packaging - 213 Retail Stores - 1 November 2009

Describe the challenges and key objectives
Our customers are living a phase in which everything they do or consume is and exercise of self-expression. In this light we cannot offer these young people the same thing we would offer their parents. Actually, the hardest thing to do is to know what to give to kids nowadays.

Describe the brief from the client
How to create and occupy a new segment in the market of experience-gifts, in which A VIDA É BELA is the top Portuguese player, exclusively focused on the target group aged between 13 and 21 years?

Describe how you arrived at the final design
But the answer is simple: Freedom, of expression and experience. From this insight, we arrived to the idea that this experience-gift is much more than that; it’s a free pass for a day to remember. From a day Surfing to a total Makeover, Free pass offers the freedom to experience something unforgettable.

Give some indication of how successful the outcome was in the market
Sales numbers were not disclosed by our client, but Free pass is present in every major distributor in Portugal (among them Fnac, Worten, Intermarché, Media Market, Jumbo) and its launch was mentioned in every major newspaper and magazine of the country, as well as teen specialized media.