Jaya Design Design & Branding Come Sit And Play by DraftFCB Rio De Janeiro

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Come Sit And Play

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Benjamin Yung Jr.
Art Director Ricardo John, Andre Pallu, Sabrina Arini, Roberto Rezende
Released September 2010


One Show 2011
One Show Design Industrial Design/Product Design / Durable Goods Merit

Credits & Description

Category: Self Promotion
Advertiser: JAYA DESIGN
Product/Service: ZOO BENCH
Date of First Appearance: Mar 3 2010
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Creative Officer: Adilson Xavier (Giovanni Draftf FCB)
Executive Creative Director: Ricardo John (Giovanni Draftf FCB)
Creative Director: Ricardo John/Benjamin Yung Jr (Head of Art) (Giovanni Draft FCB)
Copywriter: Ricardo John (Giovanni Draft FCB)
Art Director: Ricardo John/Sabrina Arini (Giovanni Draft FCB/Jaya Design)
Media placement: Zoo Bench - MOMA - 05/03/2010

Describe the brief from the client
We are a design studio (we provide design-related services) with our own product line – decorative products and products and accessories for children. We sell our products in decoration stores all over the country and abroad.

Describe the challenges and key objectives
The main objective (and challenge) of Jaya! is to bring the sophistication of the design universe to the world of products, at an accessible price, and so we are always in search of different material and ideas that enable us to achieve this. This was how we came to use cardboard. It is possible to make very cool, and even sophisticated products, even with a cheap material such as cardboard.

Describe how you arrived at the final design
The ZOO bench was the first cardboard product made by Jaya!, and so we decided to start with something a little less audacious, in order to give people a chance to get used to the idea. So, we launched a low bench . It was designed with its entire undersurface area in contact with the ground, in order to inspire confidence in parents who would buy this little piece of furniture for their children. Then we decided that, because it was made of paper, we could let children paint it themselves. So we created an engaging and playful pattern that gave rise to a cool, sustainable and interactive piece of furniture for children.

Give some indication of how successful the outcome was in the market
The ZOO bench is being sold in large quantities in stores all over the country. But the greatest proof of the quality of the product is that MoMA in New York decided to offer the benches for sale in its gift shops.