RED CARPET INSOLES by Ogilvy & Mather New York for Ogilvy

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RED CARPET INSOLES

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Abe Baginsky
Creative Director Mark Davis
Art Director Mark Davis
Copywriter Abe Baginsky
Released January 2012

Credits & Description

Category: Self Promotion
Advertiser: OGILVY
Product/Service: OGILVY
Agency: OGILVY NEW YORK
Worldwide Creative Director: Tham Khai Meng (Ogilvy)
Creative Director/Art Director: Mark Davis (Ogilvy New York)
Associate Creative Director/Copywriter: Abe Baginsky (Ogilvy New York)
Production Company: (Eyepatch Production)
Media placement: Direct Mailing - 1000 Mailings Distributed To Clients, Potential Clients, Journalists And Employees - 1 January 2012

Describe the brief from the client
The brief was to recycle and up-cycle the red carpet that we had laid out at Cannes 2011, in honour of David Ogilvy's centenary year, in a way that would showcase the agency's perpetual creativity.

On top of this, we wanted to create something that would make Ogilvy's VIPs, clients and prospective clients feel like they were getting the Red Carpet treatment every day of the year.

Describe the challenges and key objectives
The key challenge was how to turn a mile-long red carpet into something which could be manageably distributed to 1,000 selected recipients as a New Year's greeting.
The key objective was to make existing clients feel good and to generate new business leads from prospective clients, who would be equally impressed with our client service attitude and creative expression.

Describe how you arrived at the final design
Our original aim was just to create something which made people metaphorically feel they were walking down a red carpet every day of the year. When we came up with the idea of insoles we knew instantly we had revolutionised this, as it meant people were literally walking the red carpet every day.

We also wanted to create something that looked authentic.  We took the luxury and opulence of the red carpet and delivered it in a charming, self-effacing manner. The authentic insole packaging design gave us the opportunity to be witty and provocative.

Give some indication of how successful the outcome was in the market
The response was phenomenal for an agency New Year's greeting card. We received dozens of responses from clients, including the Chairman of The Coca-Cola Company, Muhtar Kent, lauding the piece as one of the most ingenious agency creations they had seen.

For a small piece of product design that was sent to relatively few people, we also received disproportionate press coverage, including a dedicated article in the London Evening Standard.