Let's Eat Grandpa Design & Branding LET'S EAT GRANDPA by Hello World

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Industry Business equipment & services
Media Design & Branding
Market South Africa
Agency Hello World
Executive Creative Director Theo Ferreira
Creative Director Rory Macrobert
Illustrator Koos Groenewald, Jelena Jovanovic, Andre Chasqueira, Jono Garret, Leigh Harrington
Released May 2010

Credits & Description

Category: Illustration
Product/Service: INSIGHTS AGENCY
Date of First Appearance: May 20 2010
Entrant Company: HELLO WORLD, Johannesburg, SOUTH AFRICA
Entry URL: http://letseatgrandpabooks.tumblr.com/
Creative Director: Rory MacRobert (Hello World)
Art Director/Illustrator: Kerryn-Lee Maggs (Hello World)
Art Director/Illustrator: Gareth O'Callaghan (Hello World)
Illustrator: Koos Groenewald (Hello World)
Writer: Stuart Sims (Hello World)
Writer: Aadil Dhalech (Hello World)
Executive Creative Director: Theo Ferreira (Hello World)
Illustrator: Jelena Jovanovic (Freelancer)
Illustrator: Jono Garret (Freelancer)
Illustrator: Leigh Harrington (Freelancer)
Illustrator: Andre Chasqueira (Freelancer)
Writer: Graeme Jenner (Freelancer)
Writer: Brad Reilly (Freelancer)
Writer: Jeff Tyser (Freelancer)
Writer: Denny Surgey (Freelancer)
Writer: Terence Neil (Freelancer)
Media placement: Launch Invite And Book Collection - Direct To Recipient - 20 May 2010

Describe the brief from the client
Our brief was to create an invitation to send to potential future clients for the launch event of Lets Eat Grandpa, a new insights agency.

The power of interpretation is what makes Lets Eat Grandpa special. While all insights agencies collect data about consumers, Let's Eat Grandpa knows how to correctly interpret it in a way that is meaningful to clients and brands.

The power of this is often underestimated, however, if you misinterpret what the consumers are saying right from the start, your entire communications campaign that follows will be incorrect.

Describe the challenges and key objectives
Firstly, we needed to create a high RSVP and attendance rate. There was a limited number of invitations being sent out (120) so we had to do something special with a great impact.

Secondly we needed to introduce the potential clients to Lets Eat Grandpa's understanding of interpretation and how much of a skill it is.

Clients receive invites for these sort of events all the time, so ours needed to really stand out from their day to day business life.

Describe how you arrived at the final design
How better to show an understanding of interpretation than create invitations that live solely in the world of interpretation?

By changing the punctuation of the agency's name Let's Eat Grandpa ever so slightly, you end up with numerous interpretations of the same three words.

We then asked 7 illustrator/writer teams to each choose a variation of the name and interpret it as they will - as long as the final product was a short kid's book written for adults.

The result? Seven stories that sound the same but aren't, which we sent to clients to show the power of interpretation.

Give some indication of how successful the outcome was in the market
By showing potential clients how just three words can be interpreted in so many utterly different ways, we underscored the importance of correct interpretation when dealing with consumer insights- the exact reason why Lets Eat Grandpa was created in the first place.

From the 120 invites we sent out we had a 70% RSVP and attendance rate. New business was procured from numerous clients at (and after) the launch, ensuring the start of the new insights agency was a prosperous one.