Diesel Design & Branding PALM GREASE by Happy

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PALM GREASE

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Industry Apparel & Accessories Stores
Media Design & Branding
Market India
Agency Happy
Creative Director Kartik Iyer, Praveen Das
Art Director Viduthalai Raj M
Copywriter Sanaa Abdussamad, Athul Chathukutty
Illustrator Vinayachandran T
Released December 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: DIESEL RELIANCE BRANDS
Product/Service: DELHI STORE LAUNCH
Agency: HAPPY CREATIVE SERVICES
Date of First Appearance: Dec 14 2010
Entrant Company: HAPPY CREATIVE SERVICES, Bangalore, INDIA
Creative Director: Kartik Iyer (Happy Creative Services)
Creative Director: Praveen Das (Happy Creative Services)
Designer: Viduthalai Raj (Happy Creative Services)
Art Director: Viduthalai Raj (Happy Creative Services)
Copywriter: Sanaa Abdussamad (Happy Creative Services)
Copywriter: Athul Chathukutty (Happy Creative Services)
Illustrator: Vinayachandran T (Happy Creative Services)
Studio Head: Ramakrishna R (Happy Creative Services)
Account Manager: Ravi Bhat (Happy Creative Services)
Client Relations: Ajaykumar K (Happy Creative Services)
Media placement: Launch Invite - Mailed To Guests - 14th December 2010

Describe the brief from the client
Diesel was launching in the capital city of Delhi, India and we were asked to come up with a launch idea that would stay true to the brand and the city.

Describe the challenges and key objectives
Inspired by the political air of the city, Diesel’s big launch in the capital of Delhi was called the Diesel Democratic Party (DDP). A fun party like no other.

Describe how you arrived at the final design
Acknowledging the country’s infamy with corruption, we created Diesel Palm Grease as an invite to the DDP. A grease-can with an oily bundle of fake currency as a pretend bribe to get invitees to come to the party.

Give some indication of how successful the outcome was in the market
Word got out, and people were spotted lining up at the store demanding ways to get into the Diesel Democratic Party. Some were actually caught bribing the store staff for invites. The turnout exceeded our guest list with over 500 gatecrashers.