INFINITI BRAND BOX by TBWA\Chiat\Day Los Angeles for Infiniti

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INFINITI BRAND BOX

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Industry Cars, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day Los Angeles
Creative Director Bob Rayburn, Patrick Condo
Designer Jason Fryer
Released April 2010

Credits & Description

Category: Self Promotion
Advertiser: INFINITI
Product/Service: INFINITI
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Design Director: Erik Miller (TBWA\Chiat\Day)
Group Creative Director: Kerry Feuerman (TBWA\Chiat\Day)
Creative Director: Patrick Condo (TBWA\Chiat\Day)
Creative Director: Bob Rayburn (TBWA\Chiat\Day)
Designer: Jason Fryer (TBWA\Chiat\Day)
Print Producer: Dena Moore (TBWA\Chiat\Day)
Global Managing Director: Walter Smith (TBWA\Chiat\Day)
Account Director: Annie Reyes (TBWA\Chiat\Day)
Account Suprvisor: James Aardahl (TBWA\Chiat\Day)
Media placement: Given to global creative partners - Global Creative Summit - 30 April 2010

Describe the challenges and key objectives
Time and money were issues for this project from the get-go, as each shodo box was produced by hand and quite expensive. But we wanted to make sure the global agency partners didn’t see this as an attempt to lecture them on why they should want to be a part of this global effort. We wanted to win over their hearts. And then their minds. The value of having each of them experience shodo firsthand was well worth the cost.

Describe the brief from the client
Infiniti recently launched their line of luxury automobiles around the world. To promote this launch, we created a sustaining global advertising campaign that drew on the ancient Japanese style of calligraphy, known as “shodo.” To get global agency partners on board with the campaign’s iconography, we hosted a Global Creative Summit. The goal was not only to familiarise them with shodo, but to get them emotionally invested in it. So we created these boxes to give them the tools they needed to experiment with shodo; paper, brush, ink, inkwell and a thumb drive featuring an interactive brand book.

Describe how you arrived at the final design
Infiniti is a brand that prides itself on superior craftsmanship and a reverence for tradition. So, before computers or advanced modeling are used to create a vehicle, shodo is employed by every vehicle designer at Infiniti to express the intent of that vehicle. And everything that happens after is guided by these iconic brushstrokes, known as a “gesture.” These shodo boxes were designed to honor both the ancient art of Japanese calligraphy and the modern practice as it pertains to Infiniti.

Give some indication of how successful the outcome was in the market
The effort was a complete success. Our creative partners around the world loved the box and the sentiment it portrayed. And they bought into the global campaign fully, which was the intent of the piece. There was also an unintended outcome; once our global team of clients saw it, they requested and paid for 50 more shodo boxes to use within their organisation as a way to socialize the campaign.