Orbit Design & Branding TRADITIONAL TABLECLOTHS by Graffiti BBDO Bucharest

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TRADITIONAL TABLECLOTHS

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Industry Chewing-Gum
Media Design & Branding
Market Romania
Agency Graffiti BBDO Bucharest
Creative Director Mihai Gongu
Art Director Cosmin Simionescu
Copywriter Alex Strimbeanu
Released December 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: WRIGLEY
Product/Service: ORBIT BASELINE
Agency: GRAFFITI BBDO
Date of First Appearance: Dec 24 2010
Entrant Company: GRAFFITI BBDO, Bucharest, ROMANIA
Art Director: Cosmin Simionescu (Graffiti BBDO Bucharest)
Copywriter: Alex Strimbeanu (Graffiti BBDO Bucharest)
Creative Director: Mihai Gongu (Graffiti BBDO Bucharest)
Account Director: Catrinel Manolescu (Graffiti BBDO Bucharest)
Account Manager: Irina Paraschiv (Graffiti BBDO Bucharest)
Media placement: Direct Mailing - Consumers - 24 December 2010

Describe the brief from the client
Reinforce the benefits of Orbit after every meal, taking into consideration the Christmas time.

Describe the challenges and key objectives
Because of the culinary frenzy, Christmas represents a great opportunity for Orbit to communicate its main benefit: oral care after every meal.

Describe how you arrived at the final design
We've created an item, iconic for Romanian Christmas tradition. An item that all Romanians can relate to, that acted as an oral care reminder: the Orbit tablecloths. We’ve used the Orbit pack designs and arranged them as Romanian folk motifs to create traditional tablecloths; a beautiful traditional item to be used by our target to dress their Christmas tables. A non-intrusive oral care reminder that communicated the importance of Orbit after every meal, especially after the most flamboyant meal of the year: the Christmas Meal.

Give some indication of how successful the outcome was in the market
The Orbit traditional tablecloths initiative raised the consumption of Orbit baseline with 1.5%, compared to the same period of the previous month.