Musica Design & Branding LIGHT SABERS by The Jupiter Drawing Room South Africa

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LIGHT SABERS

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Industry Culture, Leisure & Sport
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Lucas Van Vuure
Copywriter Jonathan Commerford, Dale Winton Cape Town
Illustrator Lucas Van Vuuren Cape Town
Released April 2012

Awards

Clio Awards, 2013
Design Point of Purchase Bronze

Credits & Description

Category: Posters
Advertiser: MUSICA
Product/Service: GAMING
Agency: THE JUPITER DRAWING ROOM
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room)
Art Director: Lucas Van Vuure (The Jupiter Drawing Room)
Copywriter: Dale Winton (The Jupiter Drawing Room)
Copywriter: Jonathan Commerford
Illustrator: Lucas van Vuuren (The Jupiter Drawing Room)
Account Manager: Samantha Milne (The Jupiter Drawing Room)
Print Producer: Janet Baird (The Jupiter Drawing Room)
Media placement: Posters - Musica Stores South Africa - 6 April 2012
Describe the brief from the client
To coincide with the launch of Kinect Star Wars at Musica entertainment stores nationwide, posters were required to hand out to shoppers, generating awareness for the new Xbox game on offer.
Describe the challenges and key objectives
The task was to design posters that not only made people aware of the new Xbox game, but also helped bring to life the unique, controller-free fun of Kinect in a way that Star Wars fans would truly appreciate.
Describe how you arrived at the final design
Multi-functioning posters were created. In their flat state, a photo and price of the Kinect Star Wars game was displayed. However, when the posters were rolled up to be handed out, they formed life-sized lightsabers. (A special coating was applied to the posters so that they even glowed in the dark.)
Give some indication of how successful the outcome was in the market
On launch day, the interactive nature of the posters created so much excitement that they were snapped up almost instantly and queues formed as shoppers waited to play in-store demos of the game. This greatly added to the successful launch of Kinect Star Wars.