LOAF OF BREAD by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

LOAF OF BREAD

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Industry Wine & Champagne
Media Design & Branding
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Account Supervisor Marina Bulcão
Typographer Bruno Werner
Released November 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: SMARTBUY WINES
Product/Service: WINES
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL: http://www.smartbuywines.com.br
Creative Director: Eugênio Mohallem (Mohallem Artplan)
Head of art: Marcus Kawamura (Mohallem Artplan)
Art Director: Marcus Kawamura (Mohallem Artplan)
Art Director: Rodrigo Moraes (Mohallem Artplan)
Copywriter: Ana Carolina Reis (Mohallem Artplan)
Copywriter: Julio D'Alfonso (Mohallem Artplan)
Typographer: Bruno Werner (Mohallem/Artplan)
Art buyer: Vivian Tomaz (Mohallem/Artplan)
Account Director: Ana Paula Sanchez (Mohallem/Artplan)
Account Supervisor: Marina Bulcão (Mohallem/Artplan)
Account Executive: Manoela Bon (Mohallem/Artplan)
Media placement: Direct Mailing - 40 invitations to potencial Investors - 15/11/2009 - 25/11/2009

Describe the challenges and key objectives
In order to attract potential investors to bet in a (barely) legal business, we made them feel like part of a (barely) legal scheme in a gangster movie. Our biggest challenge was to make the target interested, curious and tempted about an event that would present the brand business plan.

Describe the brief from the client
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline 'SmartBuy Wines. Great wines at (barely) legal prices'. Before the launch of the website, the company was looking for new partners.

Describe how you arrived at the final design
Being a (barely) legal business, every design should be discreet. So we created an invitation aligned to the brand concept: a real and hollow loaf of bread disguising a wrapped bottle of wine inside. The wrapping paper contained the detailed information about the event.

Give some indication of how successful the outcome was in the market
Every single person who received the loaf of bread accepted the invitation and attended the event.