GREEN PAINTBOX by Y&R Johannesburg for Jcb

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GREEN PAINTBOX

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Industry Paints, Paint Brushes, Adhesives, Business equipment & services, Corporate Image
Media Design & Branding
Market South Africa
Agency Y&R Johannesburg
Executive Creative Director Clinton Bridgeford, Michael Blore Liam Wielopolski
Copywriter Hayley Redman
Designer Bradley Stapleton, Cameron Billing, John Blore
Released January 2010

Credits & Description

Category: Home Maintenance Products
Advertiser: JCB TRUST
Product/Service: PAINT
Agency: Y&R SOUTH AFRICA
Date of First Appearance: Jan 2 2010 12:00AM
Entrant Company: Y&R SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Chief Creative Officer: Michael Blore (Y&R South Africa)
Executive Creative Director: Liam Wielopolski (Y&R South Africa)
Executive Creative Director: Clinton Bridgeford (Y&R South Africa)
Head of Design: Anita Modi (Y&R South Africa)
Designer: Cameron Billing (Y&R South Africa)
Designer: Bradley Stapleton (Y&R South Africa)
Copywriter: Hayley Redman (Y&R South Africa)
Designer: John Blore (JCB Trust)
Media placement: Recyclable Packaging - Paint & Hardware Stores - Ongoing

Describe the challenges and key objectives
The key objectives included making sure the design used only recyclable materials. The kit needed to be a complete painting solution, a ‘pick-up-and-go’ solution for painting a room. Finally it needed to be completely different from anything seen before, to stand out amongst the tins from a number of paint brands.

Describe the brief from the client
We were asked to collaborate in the design of a recyclable ‘green’ paintbox, an all-in-one solution that included the paint, paint tray, brushes, masking tape and even an apron.

Describe how you arrived at the final design
A box was designed to fold out into a paint tray, which contained all the other products needed for painting. The handle becomes a painting apron, also recyclable. The paint lives in a “bladder” similar to orange juice and therefore never goes off like with tins. The type covering the box was carefully crafted by hand from real insulation tape, creating a new font. The actual copy gives the user hints and tips on how to paint.

Give some indication of how successful the outcome was in the market
Two major paint companies, Dulux and Plascon are now in negotiations to launch the first green paintbox onto the market as a major product extension.