Orbit Design & Branding YOUR LIFE ON A PACK by Evolution Bureau

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YOUR LIFE ON A PACK

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Industry Chewing-Gum
Media Design & Branding
Market United States
Agency Evolution Bureau
Executive Creative Director Stephen F Goldblatt
Art Director Jeremy Stewart
Copywriter Chris Mead
Designer Bob Dinetz, Brooke Baker, Devin Croda
Released January 2012

Credits & Description

Category: ii. Core FMCG
Advertiser: WRIGLEY
Product/Service: ORBIT GUM
Agency: EVOLUTION BUREAU
Executive Creative Director: Stephen Goldblatt (Evolution Bureau)
Art Director: Jeremy Stewart (Evolution Bureau)
Copywriter: Chris Mead (Evolution Bureau)
Designer: Devin Croda (Evolution Bureau)
Designer: Bob Dinetz (Evolution Bureau)
Designer: Brooke Baker (Evolution Bureau)
Motion Designer: Meghan Newell (Evolution Bureau)
Executive Producer: Craig Batzofin (Evolution Bureau)
Project Director: Emily O'hara (Evolution Bureau)
Project Associate: Lindsay Bohdanowicz (Evolution Bureau)
Director Of Technology: Aaron Mcguire (Evolution Bureau)
Lead Developer: Brian Jeremy (Evolution Bureau)
Back End Developer: Tim Kautz (Evolution Bureau)
Front End Developer: Russell Shearer (Evolution Bureau)
Fron End Developer: Marc Pelland (Evolution Bureau)
Art Studio: (Joshua Davis Studios)
: (Evolution Bureau)
Media placement: Gum Pack - Retailers - 31 January 2012

Describe the brief from the client
Orbit wanted to increase fan interaction on social media, add fans, and become part of the popular culture conversation.

Describe the challenges and key objectives
We wanted to create a pack design contest that could be personal for everyone, not just artists. We built a Facebook app called ‘Your Life On A Pack’, which used a data generation algorithm and 12 original art motifs to organize information from the user’s profile into a unique design. Users could then lobby for votes to have their design become a real Orbit pack sold in stores.

Describe how you arrived at the final design
We wanted our designs to stay close to Orbit’s brand and their beloved pack designs. Working closely with professional data visualisation artists, we developed art that could be varied and remixed to each person’s unique data while maintaining a distinct Orbit aesthetic.

Give some indication of how successful the outcome was in the market
From December 15 through February 28, the app received 290,000 visits, 1,300 contest submissions and 100,000 votes, indicating that fans were enthusiastic about seeing their life as an Orbit pack and helping choose the next designs. The app earned 600,000 ‘likes’, helping Orbit surpass 2m fans, and 52 people will have their unique ‘Life On A Pack’ design created and sold by Orbit, helping the brand achieve a more personal connection with their consumers than ever before.