Jwt Design & Branding JWT: THE VIEW OF THE BRANDS by J. Walter Thompson Sao Paulo

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Industry Business equipment & services
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Filipe Cuvero | Vinicius Montana | Rogerio Puhl
Copywriter Christian Fontana
Account Supervisor Luciana Rodrigues Advertiser Supervisor:, Carla Magro | Priscila Arakelian
Released June 2011


Cannes Lions 2011
Design Lions Self Promotion Bronze

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Self Promotion
Advertiser/Client: JWT
Product/Service: JWT
Entrant Company: JWT BRAZIL São Paulo, BRAZIL
Design/Advertising Agency: JWT BRAZIL São Paulo, BRAZIL

President/Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Art Director: Filipe Cuvero (JWT)
Copywriter: Christian Fontana (JWT)
Art Buyer: Renata Sayão (JWT)
Account Supervisor: Luciana Rodrigues/Priscila Arakelian (JWT)
Planners: Ken Fujioka/Joyce Moraes (JWT)
Media Team: Ezra Geld/Priscila Napolitano (JWT)
Production Company: Rodolfo Patrocínio (Digital 21)
RTV: Marcia Branco (JWT)
Phographers: Felipe Hellmeister/Fabio Bataglia/Hilton R ()

Brief Explanation:
Communicate all clients of the agency and the agency itself in a single action.
Describe the brief from the client:
Brands aren’t just names printed on a package.
Great brands are records in the emotional memory of consumers.
We’ve decided to prove this idea.
Description of how you arrived at the final design:
We transformed the packaging of our clients into cameras with the pinhole technique. We delivered these packages-cameras to 23 great photographers.

We defined the brand essence of each of our clients in a single word and informed the photographers, who were hand-picked to portray the universe of the brand that best fits its profile.
Indication of how successful the outcome was in the market:
The result was the exhibition "The View of the Brands". Our clients were no longer simply products, but rather became an option for art and entertainment in São Paulo.

We got 1.35 million reais of spontaneous media for our clients and for the agency. The exhibition "Olhar das Marcas" became part of all cultural guides in São Paulo and was covered by open TV, cable TV, magazines, blogs and websites.