DEEP DOWN, LIFE IS ALWAYS WORTHWHILE by PDV DESIGN for Maramar

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DEEP DOWN, LIFE IS ALWAYS WORTHWHILE

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Industry Culture, Leisure & Sport, Sports and Health Clubs, Gyms
Media Design & Branding
Market Brazil
Agency PDV DESIGN
Art Director Leonardo Sousa, Weverson Mamedio
Copywriter Aline Chamon
Producer Marcia Cancado
Illustrator Rodrigo Marchezine
Released October 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: MAR A MAR
Product/Service: DIVING SCHOOL
Agency: PDV DESIGN
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PDV DESIGN, Belo Horizonte, BRAZIL
Chief Creative Officer: Julio Alves (PDV Design)
Account Director: Euler Brandao (PDV Design)
Account Manager: Mariane Medeiros (PDV Design)
Art Director: Leonardo Sousa (PDV Design)
Art Director: Rodrigo Marchezine (PDV Design)
Art Director: Weverson Mamedio (PDV Design)
Illustrator: Rodrigo Marchezine (PDV Design)
Copywriter: Aline Chamon (Pro Brasil Propaganda)
Producer: Marcia Cancado (Pro Brasil Propaganda)
Media placement: Invitation - Direct Mailing - 1 October 2009

Describe the challenges and key objectives
Through surveys, it was verified that the potential public is resistant to diving, thinking it is a radical and risky sport. That’s why the new communication proposition would have the challenge to change this misconstrued image. The goal was to build a concept showing that diving was not an adventure, but fun. And an original gift would be sent with the mailing, inviting the prospective client to visit Mar a Mar.

Describe the brief from the client
The briefing came up as a challenge to attract new clients to the diving school Mar a Mar. Chosen for two consecutive years as the best diving school by Mergulho Magazine, its training is certified by four international institutions. However, the courses are divulged only by word of mouth, and it is not enough to get new clients. The school presented a selected mailing list with prospective clients and requested an action aiming at attracting them.

Describe how you arrived at the final design
The concept `Deep down, life is always worthwhile' added more enthusiasm and credibility to the brand. A small box was sent to people’s homes as a gift. Covered with stickers displaying the image of a sea full of curious species, the bottom of the box invited the recipient to interact. The bottom sticker was replaced as soon as the person pulled a tag. The message shown revealed the concept, connecting the relaxation feeling to the name of the school.

Give some indication of how successful the outcome was in the market
The results couldn’t be better. The concept captivated people and the little box attracted the audience attention. The concept gained power and was added to all advertising items of the brand. Now, the second phase intends to reinforce the same thing with differentiated actions.