DAY OF THE DEAD by Leo Burnett Chicago for LAPIZ

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Copywriter Eduardo Tua
Illustrator Jorge Pomareda
Released October 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: LAPIZ
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: LEO BURNETT USA, Chicago, USA
Chief Creative Officer: Laurence Klinger (Lapiz)
Chief Creative Officer: Laurence Klinger (Lapiz)
Copywriter: Eduardo Tua (Lapiz)
Copywriter: Eduardo Tua (Lapiz)
Art Director: Jorge Pomareda (Lapiz)
Art Director: Jorge Pomareda (Lapiz)
Illustrator: Jorge Pomareda (Lapiz)
Illustrator: Jorge Pomareda (Lapiz)
Production Artist: Harry Archer (Lapiz)
Production Artist: Harry Archer (Lapiz)
Media placement: Day Of The Dead Invitation - Invitations Mailed To Existing And Potential New Clients - 01/10/2009

Describe the challenges and key objectives
In most cultures death is associated with sadness and grief. But in Mexican culture it’s different. The 'Day of the Dead' (“El Día de los Muertos”) is a celebration that focuses on gatherings of family and friends, to remember those who have died by building altars honouring the deceased using sugar skulls, flowers and the favorite foods and beverages of the departed. Our challenge was to design an invitation that would communicate all this, in a different way.

Describe the brief from the client
To stay in touch with current and prospective clients, Lápiz organised a private viewing of the “Day of the Dead” exhibit at the National Museum of Mexican Art in Chicago, allowing them to experience this important Mexican celebration. The brief was to design an invitation that would make clients curious about the “Day of the Dead” attracting them to the event.

Describe how you arrived at the final design
Lápiz created a 3D piece of art that was sent to clients as an invitation for the event. The idea was based on the contrast between the traditional grim image of death and the colourful celebration that the 'Day of the Dead' represents in the Mexican culture. The design was conceived with shades of blacks in the exterior that revealed an explosion of colour created with Mexican folk art elements, once the piece was opened.

Give some indication of how successful the outcome was in the market
The invitation was well received, and clients and friends of Lápiz came to the event and learned about “El Día de los Muertos” as well as validated Lápiz as a leader in the Latino community.