Festina Design & Branding DIVER’S WATCH IN WATER by Scholz & Friends Berlin

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DIVER’S WATCH IN WATER

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Wolf Schneider
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Juergen Krugsperger, Michael Hess, Ksenia Slavcheva, Ralf Schroeder
Photographer Attila Hartwig
Released February 2011

Awards

Epica Awards 2011
Design Packaging Design Gold

Credits & Description

Category: Point of Sale
Advertiser: FESTINA
Brand Name: Festina Profundo
Product/Service: WATCH
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Feb 1 2011
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Executive Creative Director: Wolf Schneider (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Michael Hess (Scholz & Friends)
Art Director: Juergen Krugsperger (Scholz & Friends)
Art Director: Ralf Schroeder (Scholz & Friends)
Art Director: Ksenia Slavcheva (Scholz & Friends)
Consultant: Albert Petzold (Scholz & Friends)
Consultant: David von Hilchen (Scholz & Friends)
Photographer: Attila Hartwig
Image Editing: Maren Boerner
Graphic Art: Sebastian Frese (Scholz & Friends)
Media placement: Diver’s Watch In Water Packaging - Point Of Sale - 04.02.2011
Media placement: Presentation Board Water Package - Range - Point Of Sale - 04.02.2011
Media placement: Presentation Board Water Package - Point Of Sale - Point Of Sale - 04.02.2011
Describe the brief from the client
People who practice extreme sports are looking for that special something whatever they do – and they have to be able to rely on their equipment 100 percent. How can we communicate the absolute reliability and the advantages of a waterproof diver’s watch through the packaging design?
Target group:
Active people between 18 and 50 who are enthusiastic about sports and demand a great deal of their equipment. They are rational-minded and are primarily swayed in their purchasing decisions by convincing arguments.
Describe the challenges and key objectives
Divers look for what is hidden beneath the surface. Transferring that concept to the topic of watches, Miguel Rodriguez, the brain behind the Festina family, put it like this: “The price is not determined by appearances but solely by quality.”
The quality promised by Festina Profundo – that it stays waterproof even over long periods of time – has to be apparent in a packaging design, which satisfies the discerning target group immediately and demonstrates the quality of the watch in a convincing fashion. How can we communicate the advantages of the Festina Profundo at a single glance?
Describe how you arrived at the final design
We believe in what we can see: the maximum transparency of the packaging design shows the absolute confidence we have in our product. That’s why we submit the Festina Profunda to quality control directly at the point of sale.
Give some indication of how successful the outcome was in the market
The watch is presented in a transparent bag filled with distilled water. In subjecting it to this visible test of endurance we can convince the customers of the watch’s outstanding quality.