Koodo Mobile Design & Branding MINI MUCHACHOS by Taxi 2 Toronto

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Industry Mobile Communications
Media Design & Branding
Market Canada
Agency Taxi 2 Toronto
Creative Director Dave Watson
Designer Kammy Singh
Released October 2010

Credits & Description

Category: Self Promotion
Advertiser: KOODO MOBILE
Agency: TAXI 2
Date of First Appearance: Nov 1 2010
Entrant Company: TAXI 2, Toronto, CANADA
Creative Director: Dave Watson (Taxi)
Designer: Kammy Singh (Taxi)
Print Producer: Tara Greguric (Taxi)
Group Account Director: Caleb Goodman (Taxi)
Account Manager: Katie Trainor (Taxi)
Production House: (RightSleeve)
Media placement: Non-Traditional - Gift With Mobile Phone Purchase - Nov 1st 2010

Describe the brief from the client
During the 2010 holiday season, Koodo, a youth-oriented Canadian mobile phone company, wanted to build on the commercial and cultural success of its new spokesperson El Tabador, a 4-inch tall Mexican wrestler and “Champion in the Fight for Phone Freedom.” The client wanted to create a value-added piece that would reinforce the brand, while raising money for a national charity.

Describe the challenges and key objectives
The creative solution was to design a series of 4 vinyl action figures based on the El Tabador character, called Mini Muchachos, and give them away with new phone activations during the holiday season. They would also be sold at a number of retail outlets with 100% of the proceeds going to the charity Food Banks Canada.

Describe how you arrived at the final design
The design of the packaging needed to fit with Koodo’s brand standards, while still reflecting the playful tone of the El Tabador character. Instead of designing one box for the toys, four different boxes were created to encourage the collection of all four characters.

Give some indication of how successful the outcome was in the market
The Mini Muchachos were a huge success with fans, popping up on Twitter feeds, in Flickr and Facebook photos, and they were even sold to collectors on eBay and Craigslist. The packaging designs also caught the eye of the design community and were featured on popular design blogs, such as lovelypackaging. They were also able to raise over $75,000 for the charity, proving that El Tabador really is one of the good guys.