Smith & John Design & Branding G.I.Y. by McCann Bangkok

G.I.Y.

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Industry Consumer & Public services
Media Design & Branding
Market Thailand
Agency McCann Bangkok
Copywriter Kraisorn Srisai
Released December 2011

Credits & Description

Category: Calendars
Advertiser: SMITH & JOHN
Product/Service: SMITH & JOHN
Agency: McCANN WORLDGROUP
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Creative Director/Copywriter: Aree Au-Arunchai (McCann Worldgroup)
Art Director/Disigner/Graphic Designer/Photographer/Illustrator/Typography/Computer Artist: Kavin Sitsayanaren (McCann Worldgroup)
Agency Producer: Chutima Duangchan (McCann Worldgroup)
Planner: Amornrit Sumranputi (McCann Worldgroup)
Retoucher: Chalermpol Kiatpatananukul (McCann Worldgroup)
Copywriter: Kraisorn Srisai (McCann Worldgroup)
Media placement: Calendar - Mailing - 25 December 2011

Describe the brief from the client
Smith & John is a company that specialises in creating products that stimulate hair growth, particular those men who find it difficult to grow facial hair. It wanted to connect with its customers by offering them a calendar that did more than just tell people the date.

Describe the challenges and key objectives
We decided to create a calendar that not only engaged with our consumers to remind them to use our product, but also communicated directly our primary benefit.

Describe how you arrived at the final design
On each page of calendar, there is a visual of man’s face without hair. As our consumers use our product, they can mark each day. At the end of the month, a new face will emerge, highlighting our hair growth benefit.

Give some indication of how successful the outcome was in the market
It’s really too early to talk about results as the calendar was only sent out just before Christmas. However, early indications show that our customers have enjoyed receiving the calendar, and there has been requests for many more copies. We had to do a second printing to keep up with demand.