SOUPBOOKS by Ogilvy & Mather Mexico for Gandhi Bookstores

SOUPBOOKS

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Industry Book store
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Associate Creative Director Alejandro Gama, Vanessa Trueba
Creative Director Paola Figueroa
Art Director Orlando López
Copywriter Sergio Almazán, Federico Sañudo
Released January 2001

Credits & Description

Category: Illustration
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Planning Director: Javier Macias (Ogilvy México)
Head Art: Iván Carrasco (Ogilvy México)
Creative Director: Paola Figueroa (Ogilvy México)
Associate Creative Director: Alejandro Gama (Ogilvy México)
Associate Creative Director: Vanessa Trueba (Ogilvy México)
Art Director: Orlando López (Ogilvy México)
Copywriter: Sergio Almazán (Ogilvy México)
Copywriter: Federico Sañudo (Ogilvy México)
Media placement: Direct Mailing - Gandhi Bookstores' Database - 1 April 2012

Describe the brief from the client
To create illustrations for Gandhi SoupBooks, which are children's books like Little Red Riding Hood, Rapunzel and The Brave Tin Soldier transformed into soup, and packaged inside 'books'.

Describe the challenges and key objectives
The illustrations needed to be appealing for kids because Gandhi SoupBooks were created by Gandhi Bookstores to generate interest in kids for the actual books and, this way, get them closer to the habit of reading.

Describe how you arrived at the final design
The illustration style needed to be kid friendly; so, we decided to use non-rough strokes, striking but not aggressive colours, rounded figures and watercolour-like textures.

The characters have friendly faces, though not typical, and the patterns used on the cover are related to the books.

Give some indication of how successful the outcome was in the market
Gandhi SoupBooks had a 20% discount coupon to be used in the children’s book section on their next visit.

The result was that 12% of the costumers redeemed the coupon.

With Gandhi SoupBooks, children's books were full of flavour, and kids started (what we hope will be) a life full of books.