Gnc Design & Branding TANGLED COLON\LOBSTER by J. Walter Thompson Shanghai

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TANGLED COLON\LOBSTER

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Hattie Cheng
Copywriter Chanfron Zhao
Designer Haoxi Lv, Danny Li
Photographer Chang Sze Ling
Illustrator Wei Xin, Ji-Wang Hong
Released March 2012

Credits & Description

Category: Illustration
Advertiser: GNC
Product/Service: PHARMACY
Agency: JWT SHANGHAI
Executive Creative Director: Yang Yeo/Elvis Chau (JWT Shanghai)
Creative Director: Hattie Cheng (JWT Shanghai)
Art Director: Haoxi Lv/Danny Li (JWT Shanghai)
Copywriter: Chanfron Zhao (JWT Shanghai)
Designer: Haoxi Lv/Danny Li (JWT Shanghai)
Print Production: Liza Law/Chivel Miao/Joseph Yu/Isaac Xu (JWT Shanghai)
Photographer: Sze Ling
Illustrator: Wei Xin/Wang Ji
Retouching: Tracy Dong
Production House: Wishing Well Shanghai/Shooting Gallery Shanghai
Client Service: Jasmine Hsu (JWT Shanghai)
Media placement: Outdoor - Shanghai Metro - March 2012
Media placement: Print - Magazine - March 2012

Describe the brief from the client
The brief is to sell GNC Colon Care for it’s digestive capability to relief constipation.

Describe the challenges and key objectives
The challenge is to build a vivid image for a first sight understanding of the product nature.

Describe how you arrived at the final design
When the food is difficult to digest,your colon is tangled. We approached the solution in a humorous way - using balloon twisted into food shape to show the situation of colon and GNC Colon Care is the solution.

Give some indication of how successful the outcome was in the market
- The month sales revenue increased 52%
- According to the survey, 80% of consumers indicated purchase intention for this product
- Brand awareness rose tremendously