SPEAKERS by Master Comunicacao for AUDIO PHYSICS

SPEAKERS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Master Comunicacao
Creative Director Victor Anokwu, Flavio Lizardi
Art Director Eduardo Sepúlveda
Copywriter Felippe Mendonça
Photographer Uribe Fernando Decillis
Released January 2010

Credits & Description

Category: Point of Sale
Advertiser: AUDIO PHYSICS
Product/Service: SITARA SPEAKERS
Agency: MASTER COMUNICAÇÃO
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL
Creative Director: Flavio (Waiteman)
Creative Director: Victor (Afonso)
Art Director: Eduardo (Tavares)
Copywriter: Felippe (Motta)
Photographer: Fernando (Ziviani)
Art Buyer: Thaysa (Bono)
Chief Creative Officer: Flavio (Waiteman)
Media placement: Posters - In-store. - February 5th, 2009

Describe the challenges and key objectives
The communication at the point of sale for products like speakers is always very technical, including attributes such as power. However, most of these products are very alike. Therefore, for the launch of the Audio Physics speakers in Brazil, a different approach was used: instead of showing the quality of the sound from the speakers through numbers, it was illustrated visually.

Describe the brief from the client
To launch the Audio Physics speakers in Brazil, using a very limited budget.

Describe how you arrived at the final design
Using original tipography that remits to names of well known bands, the Sitara speakers were introduced with the concept 'Listen to the whole thing', proving that with this product you can hear every detail and nuance of a song, like you have never heard before.

Give some indication of how successful the outcome was in the market
The posters increased the demand for the Sitara speakers. With that, Audio Physics gained ground in contested sales points in large Brazilian cities such as São Paulo and Belo Horizonte, in a market currently dominated by a handful of companies.