Glaxosmithkline (GSK) Design & Branding CHAPTER XI by Grey Kuala Lumpur

CHAPTER XI

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Art Director David Sin, Vince Low
Copywriter Low Pooi Yeng
Designer Phoecus Lee, Vince Low
Photographer Raymond Sih
Illustrator Vince Low
Released March 2012

Credits & Description

Category: Illustration
Advertiser: GLAXOSMITHKLINE
Product/Service: OTHER PHARMACEUTICAL PRODUCTS
Agency: GREY GROUP KUALA LUMPUR
Group Executive Creative Director: David Sin (Grey Group Kuala Lumpur)
Art Director: Phoecus Lee (Grey Group Kuala Lumpur)
Art Director: Vince Low (Grey Group Kuala Lumpur)
Art Director: David Sin (Grey Group Kuala Lumpur)
Copywriter: Low Pooi Yeng (Grey Group Kuala Lumpur)
Illustrator: Vince Low (Grey Group Kuala Lumpur)
Designer: Phoecus Lee (Grey Group Kuala Lumpur)
Designer: Vince Low (Grey Group Kuala Lumpur)
Photographer: Raymond Sih (IFL Studio)
Retoucher: Liew Hooi Feng (IFL Studio)
Media placement: Poster - The Other Bookstore Outlet - 1 March 2012

Describe the brief from the client

Over 4.5bn books are sold worldwide each year. There is an opportunity to tap into this strong reading market, expand Eye Mo’s market share and establish new relevance with today’s consumers.

Describe the challenges and key objectives
Most people know continuous reading causes eyestrain. Their solution is simple: stop reading and pick up again in the next hour or - most of the time - the next day. It’s something they’re used to, something they’ve accepted as a given. Our intention is to tell them, there’s another better solution. One that doesn’t stop your reading - and most importantly - doesn’t stop your enjoyment of the story.

Describe how you arrived at the final design
Our insight is that it's hard to put a good book down. Once caught up in the story, one just wants to read on. When dry, tired eyes forces one to pause reading, it is highly frustrating: it breaks the plot and suspends (even dilutes) the reader’s emotional outtake. Hence, we’ve created a series of posters that freeze-framed several storybook plots in their most gripping sequences. We dramatized the exact moment a story hangs in motion, simply because the reader has to rest his tired eyes. All these heightened the role of Eye Mo, because a good story is always waiting.

Give some indication of how successful the outcome was in the market
The campaign ran in popular bookstores and specialty art stores. Eye Mo became recognised and acknowledged by readers as a much-needed complement to reading. This campaign also attracted attention and admiration for its use of detailed graphic art.