WILD IDEAS by DraftFCB Hong Kong for Jolly Shandy

WILD IDEAS

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Industry Pre-Mixed Cocktails
Media Design & Branding
Market Hong Kong SAR China
Agency DraftFCB Hong Kong
Creative Director Joseph Wong
Illustrator May Sum
Released March 2011

Credits & Description

Category: Posters
Advertiser: CARLSBERG HONG KONG
Product/Service: JOLLY SHANDY
Agency: DRAFTFCB HONG KONG
Date of First Appearance: Mar 21 2011
Entrant Company: DRAFTFCB HONG KONG, HONG KONG
Managing Director/Executive Creative Director: Iris Lo (Draftfcb HK)
Creative Director: Joseph Wong (Draftfcb HK)
Senior Copywriter: Joey Cheng (Draftfcb HK)
Senior Art Director: Tony Tsang (Draftfcb HK)
Associate Art Director: Buzz Kwok (Draftfcb HK)
Illustrator: May Sum
Media placement: Poster - Fast Food Shop - Mar 21, 2011

Describe the brief from the client
Consumer promotion print ad will be the means to drive awareness and interest from the public.

That print ad's visual, tone and manner should be very easy for consumer to pick up the brand character and positioning.

Describe the challenges and key objectives
Jolly Shandy is a soft drink that contains just 0.5% alcohol. Our objectives were:

1) to drive high awareness and interest among the target consumer.
2) to sharply differentiate from other CSD brands using the theme "0.5% Wild".
3) to establish this positioning and use it to engage more deeply with the target consumer.

Describe how you arrived at the final design
As the target were teenagers, the 0.5% alcohol within the drink could be a trigger to spark some pretty wild ideas. We chose to employ a familiar comic style, something teenagers are exposed to on an almost daily basis. We produced both male and female versions, tailoring the wild ideas to appeal to different genders. For the female version, the wild ideas were all about becoming a queen, attracting every male on the planet, being a sex bomb, etc. We created a vivacious atmosphere full of energy, designed to encourage buy-in to both our proposition and our product.

Give some indication of how successful the outcome was in the market
There is a 40% increase in sales during 1 month promotional period.