PRANKSTER HEAT SENSITIVE CD by The Jupiter Drawing Room South Africa for PRANKSTER

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PRANKSTER HEAT SENSITIVE CD

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Industry Apparel, Clothing & Footwear, Culture, Leisure & Sport
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Designer Brandt Botes
Released November 2009

Credits & Description

Category: Clothing, Sports, Leisure & Recreation
Advertiser: PRANKSTER
Product/Service: PRANKSTER CD COVER
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Designer: Brandt Botes (The Jupiter Drawing Room South Africa)
Production Manager: Imraan Abader (The Jupiter Drawing Room South Africa)
Retoucher: Gareth Skibbe (The Jupiter Drawing Room South Africa)
Retoucher: Mario Arrow (The Jupiter Drawing Room South Africa)
Media placement: CD - CD Launch/Instore - December 2009

Describe the challenges and key objectives
In a cluttered market where getting people to purchase CDs as opposed to downloading tracks is difficult enough, the challenge was to create a CD cover worth noticing and interacting with. One interesting enough to generate talkability, entice people who knew nothing of Prankster to have a listen, and to create enough curiosity among their loyal fans that they’d give Prankster’s new music direction a chance. Most importantly though, Prankster wanted to score themselves a record deal.

Describe the brief from the client
Having previously designed a CD cover for the band, Prankster, the brief for the design of their second CD was to give it a very different look from the first. The reason - their music had progressed and changed to such a degree, they wanted this depicted in the CD packaging. To launch their new album to radio stations and hopefully get them a record deal, we were briefed to create a CD cover that by simply looking at it portrays the kind of music one can expect to hear.

Describe how you arrived at the final design
Targeting listeners experienced enough to appreciate the nuances of off-beat, indie-style music, we came up with an intriguing interactive design. The cover appears to have an interesting texture that upon being touched reacts to the heat of one’s hand and surprises. Suggestive crops portray the body as a landscape in rich, desaturated tones. As the cover unfolds it replicates the unfolding of a woman disclosing herself to a lover, realising the album’s name, Lay me down. The overall feeling is intimate; it tells parts of a story, as the music does, leaving the end to the listener.

Give some indication of how successful the outcome was in the market
The CD was well received by radio DJs, who before even listening to it, considered the cover interesting enough to promise they’d mention it on air. Fans emailed the band begging for hardcopies of the special edition launch CD without having heard the music and most importantly, the band achieved their ultimate goal, that of securing a record deal.