LAMBI KIDS by King Helsinki for LAMBI

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LAMBI KIDS

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Industry Toilet Paper, Health & Pharmaceuticals
Media Design & Branding
Market Finland
Agency King Helsinki
Art Director Sami Kelahaara
Copywriter Olli Hietalahti
Released February 2010

Credits & Description

Category: Toiletries & Pharmaceuticals
Advertiser: METSÄ TISSUE
Product/Service: LAMBI TOILET PAPER
Agency: KING HELSINKI
Date of First Appearance: Feb 20 2010 12:00AM
Entrant Company: KING HELSINKI, FINLAND
Entry URL: http://www.lambikids.com
Art Director: Sami Kelahaara (King Helsinki)
Copywriter: Olli Hietalahti (King Helsinki)
Account Manager: Laura Mertano (King Helsinki)
Account Executive: Daniel Tuori (King Helsinki)
Planner: Tobias Wacker (King Helsinki)
Graphic Designer: Kasimir Häiväoja (King Helsinki)
Graphic Designer: Teemu Kurko (King Helsinki)
Graphic Designer: Susanne Työrinoja (King Helsinki)
Client's Representative: Anna Jenkins (Metsä Tissue)
Client's Representative: Thomas Lindström (Metsä Tissue)
Client's Representative: Laura Niskanen (Metsä Tissue)
Client's Representative: Niklas Lindström (Metsä Tissue)
Animation: (Pinata)
Web Production: (White Sheep)
Media placement: toilet paper package - supermarkets - 20 February 2010
Describe the challenges and key objectives
Toilet paper is a boring category. Kids are an extremely critical target group and the concept needed to communicate equally well with 4 or 10 year-olds and appeal to their parents who buy the paper.Key objective was to create concept and design that stands out in the shelf so it stimulates the purchase decision and afterwards activates the kids with the product.
Describe the brief from the client
The brief was to create a product design and marketing concept for the new tissue product in the kids’ category.
Describe how you arrived at the final design
The concept is Lambi Creative Education. To stimulate kids’ creativity we offered fun things to do by themselves and together with their parents. Pivotal to the concept is Lambiz figure, a cute and customisable toy, a canvas for creativity. The Lambi Kids tissue package included Lambiz so you can start customizing it. You can also customise and share Lambiz online. We wanted the character to look cute and lovable. It has big head, little feet, big ears and distant eyes to offer lots of space for creativity. The rest: world with friends, colors and patterns matched the main character.
Give some indication of how successful the outcome was in the market
Lambi Kids has been launched in Norway and Sweden this spring. The launch roll-out will continue in other 12 markets during this year. First results show enthusiastic response and promising sales. Some of the markets had decided not to include Lambi Kids in their selection but after seeing the designs they changed their minds.