Pattex Design & Branding CHINESE WEDDING by J. Walter Thompson Shanghai

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Industry Paints, Paint Brushes, Adhesives
Media Design & Branding
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Hu Gang
Art Director Paul Yu
Copywriter Diana Li, Zhifeng Shen
Designer Stephen Zhong, Musk Xu, Congcong Shu
Photographer Surachai Puthikulangkura
Illustrator Supachai U-Rairat Illusion Co. Ltd
Released May 2011

Credits & Description

Category: Posters
Advertiser: HENKEL
Product/Service: DAILY GOODS
Executive Creative Director: Yang Yeo/Elvis Chau (JWT Shanghai)
Creative Director: Gang Hu (JWT Shanghai)
Art Director: Paul Yu/Stephen Zhong/Congcong Shu (JWT Shanghai)
Copywriter: Diana Li/Zhifeng Shen (JWT Shanghai)
Designer: Stephen Zhong/Congcong Shu/Musk Xu (JWT Shanghai)
Print Production: Liza Law/Joseph Yu/Isaac Xu (JWT Shanghai)
Illustrator: Surachai Puthikulangkura/Supachai U-Rairat (Illusion)
Retouching: Illusion Co.
Production House: Illusion Co.
Production House Producer: Somsak Pairew/Anotai Panmongkol (Illusion)
Client Service: Frank Xu/Flora Ju (JWT Shanghai)
Photographer: Surachai Puthikulangkura (Illusion)
Media placement: Print - Magazine - May 2011
Media placement: Outdoor - bus shelter - May 2011

Describe the brief from the client
Develop key visual for Pattex Super Glue launch with new packaging to encourage usage of Pattex Super Glue product.

Describe the challenges and key objectives
The market of super glue has high potential, however too occasional purchase and usage are a limit. Therefore, developing, educating and communicating versatile application is needed to encourage more frequent category usage.

Describe how you arrived at the final design
We developed a totally new series of key visuals, and then invited the top 3D design company from Thailand that had swept all the important awards all over the world last year, to develop brand new 3D artworks for us. And after almost one year’s hard work, we finally arrived the finish line we all appreciate.

Give some indication of how successful the outcome was in the market
3 months after the campaign was launched, Pattex Super Glue became the 2nd player in sales volume, and Pattex also became the no.1 marketed brand in terms of awareness, and conversion throughout the purchase funnel in China.