Samurai Design & Branding XEROX MAN by Leo Burnett Manila

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Industry Soft Drinks
Media Design & Branding
Market Philippines
Agency Leo Burnett Manila
Creative Director Dante Dizon
Art Director Ryan Giron
Copywriter Raoul S. Panes, Nino Gupana
Illustrator Joel Cotejar
Released August 2011

Credits & Description

Category: Illustration
Product/Service: SAMURAI
Chief Creative Officer: Raoul Panes (Leo Burnett Manila)
Creative Director: Dante Dizon (Leo Burnett Manila)
Copywriter: Raoul Panes (Leo Burnett Manila)
Copywriter: Nino Gupana (Leo Burnett Manila)
Art Director: Ryan Giron (Leo Burnett Manila)
Illustrator: Joel Cotejar (Leo Burnett Manila)
Final Artist: Robert Perez (Leo Burnett Manila)
Accounts: Ben Reyes (Leo Burnett Manila)
Accounts: Kandice Ting (Leo Burnett Manila)
Print Producer: Marissa Abayari (Leo Burnett Manila)
Print Producer: Benjie Puno (Leo Burnett Manila)
Print Producer: Gello Jamias (Leo Burnett Manila)
Media placement: Newpaper - Commuter Express - 21 August 2011

Describe the brief from the client
The energy drink category is owned heavily by the market leader, Cobra, which has full and aggressive above-the-line support. That is why we aim for Samurai to continuously gain sales and awareness through targeted efforts that are pervasive, and that fall within the habitual behaviour of the target market. They follow a home-workplace-home routine, so we aimed to capture them during their small and fast break times as one of their daily habits is reading tabloids to catch up on current events and showbiz news.

Describe the challenges and key objectives
The thinking behind the campaign is leveraged on the human behaviour of the target market, blue-collared workers; stretching and extending themselves everyday with the desire to do more and achieve more. They turn to energy drinks for its physical and psychological effects in fighting fatigue. The key cultural insight that dictates this behaviour is that even if the challenges they face every day are great because of economic deprivation, they are still determined to achieve success for themselves and their family. With this, Samurai recognises every adult’s need to find the personal success stories that defines them as individuals.

Describe how you arrived at the final design
We drew inspiration from apocalyptic illustrations of good vs the myriad forces of evil. This ad features a photocopy operator braving a tall line of angry and impatient customers in Manila’s busiest University belt. Not to worry, our photocopy operator is armed with Samurai Energy Drink.

Give some indication of how successful the outcome was in the market
Spontaneous Ad Awareness increased by 35%, and Brand Consumption (past 4 weeks) increased by 0.78%.