Skip Design & Branding SKIP. THE EVOLUTION OF WASHING. INVITATION by The Jupiter Drawing Room South Africa

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SKIP. THE EVOLUTION OF WASHING. INVITATION

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Industry Washing powders & Detergents
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Copywriter Brett Netherton
Designer Talyn Perdikis, Carla Kreuser - Designer
Released August 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: UNILEVER
Product/Service: SKIP LIQUID DETERGENT
Agency: THE JUPITER DRAWING ROOM
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room)
Designer: Talyn Perdikis (The Jupiter Drawing Room)
Copywriter: Brett Netherton (The Jupiter Drawing Room)
Account Manager: Samantha Milne (The Jupiter Drawing Room)
Production Manager: Di Fraser (The Jupiter Drawing Room)
Designer: Carla Kreuser (The Jupiter Drawing Room)
Media placement: Skip Delicates Washing Bag Invitation - Hand Delivered To Fashion Bloggers - 1 August 2011

Describe the brief from the client
Skip laundry liquid is a well-known laundry detergent in our country. The brief was to introduce a newer version: more biodegradable in a recyclable bottle.
The market was up-market, fashion-conscious women. Our goal was to leverage PR and social-media.
The implicit strategy message was 'beautiful care for laundry - and nature'.

Describe the challenges and key objectives
Central to our idea was a vast installation at the country’s leading shopping mall: featuring 1,500 seagulls, 750 water lilies, 300 dragonflies and 50 fish, all hand-made from old Skip detergent bottles.
Our challenge, in this instance, was to get fashion opinion leaders to attend the launch party. However, what do fashion editors and journalists care for laundry detergent? We realised the invitation had to be different, chic, relevant to both the people we were inviting and to our product, and re-usable.

Describe how you arrived at the final design
The invitation was hand-delivered to a select group of fashion leaders and opinion formers. In the spirit of the Skip product, it’s as eco-friendly as possible. The ‘delicates’ washing bag invitation shows that the new detergent is especially gentle.
Inside, for value and interest, was the latest fashion accessory, an 100% organic cotton snood (half scarf, half hood). The printed invitation, on chlorine - and bleach-free paper, elaborated on the event's details. Finally, 2 promotional sachets were wrapped in branded tissue paper, along with a useful clothes peg flash drive already loaded with images and press releases.

Give some indication of how successful the outcome was in the market
100 invitations were sent, and 85 people attended. 85% strike rate!