Shopper Marketing Design & Branding SHOPPERLAND by Leo Burnett Bogota

SHOPPERLAND

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Industry Business equipment & services, Advertising & Communication
Media Design & Branding
Market Colombia
Agency Leo Burnett Bogota
Chief Creative Officer Mauricio Sarmiento, Fernando Hernandez, Germán Espitia Aponte
Creative Director Alejandro Morales, Andrea Leitner
Art Director Wilson González, Andrea Leitner
Released June 2010

Credits & Description

Category: Self Promotion
Advertiser: PROCTER & GAMBLE
Product/Service: SHOPPER TRAINING KIT
Agency: LEO BURNETT COLOMBIA
Date of First Appearance: Jun 1 2010
Entrant Company: LEO BURNETT COLOMBIA, Bogotá, COLOMBIA
CHIEF CREATIVE OFFICER: Fernando Hernández (LEO BURNETT)
CHIEF CREATIVE OFFICER: Mauricio Sarmiento (LEO BURNETT)
CHIEF CREATIVE OFFICER: German Espitia (LEO BURNETT)
CREATIVE DIRECTOR: Alejandro Mora (LEO BURNETT)
CREATIVE DIRECTOR/ART DIRECTOR: Andrea Leitner (LEO BURNETT)
ART DIRECTOR: Wilson Gonzalez (LEO BURNETT)
Media placement: Toolkit - Leo Burnett Latinamerica Offices - June 2010

Describe the brief from the client
In Leo Burnett Colombia we were given the task to develop a regional workshop in which all offices within our network could share their knowledge, skills and expertise in Shopper Marketing in order to learn and build together business tools. This event was also an opportunity to show Leo Burnett’s capabilities to our key clients.

Describe the challenges and key objectives
Let’s face it, training courses are necessary but they’re not always entertaining, especially when they are about Shopper Marketing. So for the first Latin American Shopper Marketing Workshop at Leo Burnett Colombia we had the challenge to engage all of our guests, break their barriers and change their feelings about this topic.

Describe how you arrived at the final design
Shopper marketing is not just about numbers, rules and data. It is about people and behaviors and it can also be fun and cool. And that was what we showed to all of our guests through “Shopperland”, a fun and entertaining place where everyone playing a role in Shopper marketing had a character they could relate to.

Give some indication of how successful the outcome was in the market
With this visual identity we developed a complete business toolkit for the network that is being used in every country of the network in latinamerica.