TERMITE, SPIDER AND ANT by Ogilvy & Mather Bangkok for Papyrus Bookstores

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Industry Stationery
Media Design & Branding
Market Thailand
Agency Ogilvy & Mather Bangkok
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn
Copywriter Kris Garford Spindler
Designer Maytinee Jaranphairee, Teerayut Chureytim, M.l. Pravitra, Dowrai
Photographer Chirawut
Released November 2009

Credits & Description

Category: Stationery
Advertiser: PAPYRUS
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVY & MATHER, Bangkok, THAILAND
Executive Creative Director: Wisit (Lumsiricharoenchoke)
Executive Creative Director: Nopadol (Srikieatikajohn)
Copywriter: Kris Garford (Spindler)
Art Director: Wisit (Lumsiricharoenchoke)
Art Director: Nopadol (Srikieatikajohn)
Designer: Maytinee (Jaranphairee)
Designer: Dowrai (Khantigul)
Designer: M.l. Pravitra (Devakul)
Designer: Teerayut (Chureytim)
Agency Producer: Sushada (Sudchaidee)
Photographer: Chirawut (Sirihan)
Image Composer: Phurn (Phongchokdeelert)
Media placement: Business Card - In Store - 1 December 2009 - Present

Describe the challenges and key objectives
1) Consumer recognition and recall that this card came from a second-hand bookstore 2) Consumers to react positively to the card and perhaps use it to tease their friends 3) Spread word of mouth about the store

Describe the brief from the client
Papyrus is a recently opened second-hand bookstore in Bangkok. They wanted business cards that people would instantly recognise as being from a second-hand bookstore while also standing-out when mixed in a pile of business cards.

Describe how you arrived at the final design
From the insight that second-hand books are invariably dirty but we as consumers don’t mind (sometimes it even adds to charm). As we developed the idea further we realised that the most prevalent objects are small insects that have been crushed over the years, which is why we used insects as the key visual.

Give some indication of how successful the outcome was in the market
As more people saw the business card and then recalled their own positive nostalgic experiences with used books, Papyrus experienced increased consumer recall and an increased number of phone inquiries about the availability of books and their address.