POLO AIR HOLE by J. Walter Thompson Paris for Polo

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POLO AIR HOLE

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Industry Lollipops
Media Design & Branding
Market France
Agency J. Walter Thompson Paris
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Art Director Damien Lecocq, Jeremy Prevost
Copywriter Thierry Brioul, Laurent Salles
Account Supervisor Alain Laurent
Released March 2011

Credits & Description

Category: Self Promotion
Advertiser: NESTLÉ
Product/Service: POLO MINTS
Agency: JWT
Date of First Appearance: Mar 25 2011
Entrant Company: JWT, Paris, FRANCE
Executive Creative Director: Ghislain de Villoutreys (JWT Paris)
Art Director: Damien Lecocq (JWT Paris)
Art Director: Jérémy Prevost (JWT Paris)
Copywriter: Laurent Salles (JWT Paris)
Copywriter: Thierry Brioul (JWT Paris)
Account Supervisor: Alain Laurent (JWT Paris)
Advertiser’s Supervisor: Benjamin Taïeb (JWT Paris)
Account Manager: Michael Benier (JWT Paris)
Account Executive: Sandra Leal (JWT Paris)
Model Making: Christophe Chabenet
Media placement: Ambient - Retailers - 25 March 2010
Media placement: PR - Bloggers - 25 march 2011

Describe the brief from the client
Relaunch Polo in France, 20 years after it disappeared from our local market.

Describe the challenges and key objectives
Known by all but French young people, how do you celebrate POLO’s fresh hole story in a fun new way, to connect with a 18-35 year old audience?

Describe how you arrived at the final design
Coming as a support to an off and online campaign, we created a limited serie of branded pieces of design that we offered both to retailers who best supported the relaunch and to bloggers - Bladeless “Dyson“ fans redesigned to look like POLO’s.

A very unique and spectacular way to tell POLO’s hole core benefit: freshness.

Give some indication of how successful the outcome was in the market
The operation was just aired few days before the inscription to Cannes Lions.
Unfortunately we don't have any results to share yet...