Mundo Livre Fm Design & Branding PLAYING WITH MUSIC by CCZ/WOW Curitiba

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PLAYING WITH MUSIC

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency CCZ/WOW Curitiba
Art Director Alexandre Norito
Copywriter Giancarlo Zilli
Released December 2011

Credits & Description

Category: Promotional Item Design
Advertiser: RADIO MUNDO LIVRE
Product/Service: RADIO MUNDO LIVRE
Agency: CCZ PUBLICIDADE E MARKETING
Chief Creative Officer: Claudio Freire (CCZ Publicidade E Marketing)
Creative Director: Giancarlo Zilli (CCZ Publicidade E Marketing)
Copywriter: Giancarlo Zilli (CCZ Publicidade E Marketing)
Art Director: Alexandre Norito (CCZ Publicidade E Marketing)
Account Manager: Gustavo Pessoa (CCZ Publicidade E Marketing)
Media placement: Deck of Cards - distributed to clients and listeners - December 2011

Describe the brief from the client
To create a promotional gift for 'Mundo Livre FM', a rock 'n' roll and pop radio station in Brazil.

Describe the challenges and key objectives
Mundo Livre FM intended to show their public, clients and prospects the diversity and quality of their programming.

Describe how you arrived at the final design
Most of the times, the thrill of listening to a radio station is that you never know what comes next. Just like in a game of cards. That's why we decided to create a deck of cards with the musicians and bands that Mundo Livre airs. Every card is related to an artist. For example: Elvis is 1 of the Kings, Freddie Mercury is 1 of the Queens, each of the Beatles as the Fours, Lemmy from Motorhead is the Ace of Spades, The Jacksons 5 are 1 of the Fives, etc.

Give some indication of how successful the outcome was in the market
We had a huge success promoting Mundo Livre FM. Initially intended just for clients and prospects, the deck of cards became an object of desire, a cult item between music fans. Thousands of listeners called the station asking for the deck. The initial press of 1,000 decks, was increased by 3 for the second press, and by 5 for the third.