Colombina Design & Branding SPLOT TELESCOPE by Ogilvy & Mather Bogota

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Industry Chewing-Gum
Media Design & Branding
Market Colombia
Agency Ogilvy & Mather Bogota
Art Director Daniel Mora
Copywriter Juan Cardenas - Julian Gutierrez - Daniel Rincon, Mauricio Guerrero
Producer Freddy Rivero
Account Supervisor Fabio Quiroga
Illustrator Diego Cardenas, Daniel Mora, Amples Regiani Ogilvy
Released April 2012

Credits & Description

Category: Illustration
Advertiser: COLOMBINA
Product/Service: SPLOT - ACID GUMS
Chief Creative Officer: John Raul Forero (Ogilvy & Mather Colombia)
Head Of Art: Juan Pablo Alvarez (Ogilvy & Mather Colombia)
Creative Director: Mauricio Guerrero/Diego Cardenas (Ogilvy & Mather Colombia)
Copywriter: Julian Gutierrez (Ogilvy & Mather Colombia)
Art Director: Daniel Mora (Ogilvy & Mather Colombia)
Art Director: Diego Cardenas (Ogilvy & Mather Colombia)
Art Director: Amples Regiani (Ogilvy & Mather Colombia)
Account Supervisor: Fabio Quiroga (Ogilvy & Mather Colombia)
Producer: Freddy Rivero (Ogilvy & Mather Colombia)
Copywriter: Mauricio Guerrero (Ogilvy & Mather Colombia)
Illustrator: Daniel Mora (Ogilvy & Mather Colombia)
Illustrator: Amples Regiani (Ogilvy & Mather Colombia)
Illustrator: Diego Cardenas (Ogilvy & Mather Colombia)
Media placement: Poster - Malls, Supermarkets, Candy Store - 24 April 2012 / 30 August 2012

Describe the brief from the client

Promote our line of acid gums, highlighting their strong taste as something that is not normally felt.

Describe the challenges and key objectives
The youth are a pretty critical, and even sarcastic, target group. We had to generate a campaign that spoke to them in their own language.

Describe how you arrived at the final design
We focused on returning to strokes more basic and simple: the classic drawing, taking advantage of the imprecision of freehand. Thus, we developed a graphic based on the superimposition of the lines, with exaggerated repetition, in order to represent the routine and become a sketch in a final art.

Give some indication of how successful the outcome was in the market
Young people can be as acidic as our product. That is why we've managed to make them relate to a campaign that invited them to make fun of daily life.