Monami Design & Branding FINE CHINA by DDB Manila

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Industry Stationery
Media Design & Branding
Market Philippines
Agency DDB Manila
Executive Creative Director Joey Ong
Art Director Jas Salderiega, Lester Bustarde, Gomer Barce, Cardie Santos
Released March 2011

Credits & Description

Category: Illustration
Advertiser: MONAMI
Date of First Appearance: Mar 29 2011
Executive Creative Director: Joey Ong (DDB Philippines)
Art Director: Cardie Santos (DDB Philippines)
Art Director: Lester Bustarde (DDB Philippines)
Art Director: Gomer Barce (DDB Philippines)
Art Director: Jas Salderiega (DDB Philippines)
Media placement: Poster - Schools - March 29, 2011

Describe the brief from the client
The brief was to demonstrate the quality of Monami Ball point pens and it's claim of being one of the finest roller at 0.7 which is already relatively fine in it's category. This was directed to be targeting art students and other individuals looking for such fine quality in the ballpens that they use.

Describe the challenges and key objectives
In any place in manila, ball point pens are believed to just be used for the basic writing, so the challenge was to demonstrate another use for the pen and also to make an actual demonstration of how a fine line can create the most beautiful things, so if this works for this art work, it may help you make your writing needs even better. the finer the lines, the more details you can have in your work.

Describe how you arrived at the final design
We found inspiration in the great china pieces that have been a standard also of something "fine" thus the term "fine China", these plates and other pieces became our inspiration. The detailed designs of the timeless classics can be replicated only with the finest tools as well and a lot of creativity. Our final design shows that you don't even need the actual vase, just the design that's really nice can give that illusion of realism.

Give some indication of how successful the outcome was in the market
These materials became very popular in the local art scene. sales have slowly picked up and other artist are adopting the ball point art style now. It has also been shared with several art students and is slowly being picked up as part of the class workshops.