THE RED-THREAT-BOOK by Ogilvy & Mather Duesseldorf for Glaxosmithkline (GSK)

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THE RED-THREAT-BOOK

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Industry Books, Spices & Condiments
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Rob Bruenig
Art Director Sandra Prescher
Copywriter Katharina Kiklas, Markus Bredenbals
Released January 2011

Awards

One Show 2011
One Show Design Typography in Design / Single Merit

Credits & Description

Category: Books
Advertiser: GLAXOSMITHKLINE
Product/Service: DIETARY SUPPLEMENT
Agency: OGILVY & MATHER ADVERTISING
Date of First Appearance: Jan 17 2011
Entrant Company: OGILVY & MATHER ADVERTISING, Düsseldorf, GERMANY
Chief Creative Director: Rainer Maass (Ogilvy & Mather Advertising)
Executive Creative Director: Rob Bruenig (Ogilvy & Mather Advertising)
Art Director: Sandra Prescher (Ogilvy & Mather Advertising)
Copywriter: Katharina Kiklas (Ogilvy & Mather Advertising)
Copywriter: Markus Bredenbals (Ogilvy & Mather Advertising)
Account Executive: Bernd Boehnke (Ogilvy & Mather Advertising)
Manufacturer: Eleonore Boppert
Executive Producer: Carol Redfield (Ogilvy & Mather Advertising)
Production Manager: Markus Jaeger (Ogilvy & Mather Advertising)
Media placement: book - University of Muenster - 17 January 2011

Describe the brief from the client
Within the scope of an Abtei communication offensive, the task was to make the brand more accessible for a younger target group.

Describe the challenges and key objectives
Students seemed a target group worthy to be conquered, because of their high pressure to perform.

Describe how you arrived at the final design
We created a book of presentation guidelines for students which translates the idea of the "red thread" one-to-one; the book's contents are stitched with a single red thread. In addition to the 10 tips for a successful presentation, the brand lends its own weight: Abtei Ginkgo Plus - a dietary supplement which strengthens memory and concentration.

Give some indication of how successful the outcome was in the market
The book was displayed at universities during their exam periods. Shortly after the campaign was started, sales rose by about 48%.