FRUITGRIP by DDB Sao Paulo for Philips

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FRUITGRIP

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Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Mariana Sa, Andre Pedroso, Joao Carlos Mosterio
Art Director Leonardo Rotundo, Manuel Scroft
Copywriter Helio Gualberto
Illustrator Sergio Guilherme Filho
Released February 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: PHILIPS
Product/Service: PHILIPS WALITA'S JUICER
Agency: DDB BRASIL
Date of First Appearance: Feb 2 2011
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Mariana Sa (DDB Brasil)
Creative Director: Andre Pedroso (DDB Brasil)
Creative Director: Joao Mosterio (DDB Brasil)
Art Director: Leonardo Rotundo (DDB Brasil)
Art Director: Manuel Scroft (DDB Brasil)
Copywriter: Helio Gualberto (DDB Brasil)
Illustrator: Sergio Filho (DDB Brasil)
Media placement: Handgrips in fruit format - Gyms - February 2011

Describe the brief from the client
Promote Philips Walita's Juicer to the target that worried about health eating and fitness.

Describe the challenges and key objectives
To reach the target concerned about fitness we thought about going to the place where they seek fitness: gyms. The challenge was to draw the public’s attention to Juicer in a place where they go to exercise.

Describe how you arrived at the final design
The idea of creating a weight-lifting device in the shape of a fruit made us think of handgrips. They had the ideal size for sampling and we could interfere with its steel spring to create new shapes. Initially these shapes were illustrated. Than they were made in 3D and finally produced in steel, just like the real handgrips.

Give some indication of how successful the outcome was in the market
Fruitgrips became an object of desire for gym members. We had to postpone the end of the action to attend to all the people interested in experiencing the Fruitgrip and finding out more about the Juicer.