HALLS DROP SANS ITALIC by J. Walter Thompson New York for Halls

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Industry Lollipops
Media Design & Branding
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Wayne Best
Art Director Grant Mason
Copywriter Kevin Mulroy
Typographer Aaron Padin
Released November 2009

Credits & Description

Category: Typography
Product/Service: HALLS
Agency: JWT
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT New York)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Wayne Best (JWT New York)
Design Director: Aaron Padin (JWT New York)
Art Director: Grant Mason (JWT New York)
Copywriter: Kevin Mulroy (JWT New York)
Typographer: Aaron Padin (JWT New York)
Account Director: Shana Getchell (JWT New York)
Media placement: OOH - New York Subway, Chicago Rail Brand Cars, LA Interior Cars, Toronto Transit Inte - 16 November 2009
Media placement: Newspapers - USA Today, AM NY, Metro NY, Metro Philidelphia, Vancouver, Montreal - 16 November 2009

Describe the challenges and key objectives
The people we are talking to are doers – for them, stopping is not an option, even when they’re not at 100%. We wanted to help them carry on, as well as remind them to stock up on HALLS. That’s why we turned everyday people into ‘HALLS heroes’ for our billboards. We paired them with encouraging headlines, and showed them in charge, inspired and engaged, undefeated by the season. The ads became a living embodiment of HALLS’ promise of “A pep talk in every drop”.

Describe the brief from the client
To bring to life HALLS’ promise of “A pep talk in every drop” in an active and relevant way during cough drop season, via billboards on public transport and in airports.

Describe how you arrived at the final design
We handcrafted a HALLS typeface based on the shape, volume, colour, texture and opacity of the iconic HALLS cherry drop. It was a playful and eye-catching way of branding the billboards uniquely HALLS.

Give some indication of how successful the outcome was in the market
HALLS’ tracking study showed that the campaign had a very positive impact in advertised markets, well exceeding industry benchmarks for recognition, branding and purchase intent. Dollar sales share grew by 10% during the duration of the campaign in the advertised markets, faster than the category, and HALLS in non-advertised regions.