Original Juice Design & Branding TASTEFULLY ORIGINAL by DDB Melbourne

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TASTEFULLY ORIGINAL

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Industry Juice
Media Design & Branding
Market Australia
Agency DDB Melbourne
Executive Creative Director Grant Rutherford
Art Director Ian Bear
Copywriter Michael Mulcahy
Illustrator Stuart Mclachlan
Released November 2010

Credits & Description

Category: Posters
Advertiser: GOLDEN CIRCLE
Product/Service: ORIGINAL JUICE BLACK LABEL
Agency: DDB GROUP MELBOURNE
Date of First Appearance: Nov 21 2010
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Group Creative Director: Brendon Guthrie (DDB Group Melbourne)
Head of Art: Tim Holmes (DDB Group Melbourne)
Art Director: Ian Bear (DDB Group Melbourne)
Copywriter: Michael Mulcahy (DDB Group Melbourne)
Illustrator: Stuart McLachlan (Jacky Winter Group)
Account Executive: Georgia Newton (DDB Group Melbourne)
Media placement: BILLBOARD - OUTDOOR - 21/11/2010

Describe the brief from the client
Create an outdoor campaign to promote the different varieties of Black Label Original Juice, while preserving the premium cues of the brand.

Describe the challenges and key objectives
To create graphic pieces that managed to both clearly communicate the different fruit blends, while also being unmistakably for the Black Label brand. They needed to be appear sophisticated, beautiful and, above all, mouth-watering.

Describe how you arrived at the final design
After several weeks spent experimenting with the balance of colours, textures and scale, we found the perfect tonal inspiration in the lithographic poster styles of the 20’s and 30’s.

Give some indication of how successful the outcome was in the market
Word-of-mouth suggested the outdoor campaign had made an immediate impact – a sales increase of 16.8% over 4 weeks confirmed this indisputably.