SWATCH WRISTBANDS by Publicis Rio De Janeiro for Swatch

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SWATCH WRISTBANDS

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding
Market Brazil
Agency Publicis Rio De Janeiro
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Rodrigo Panucci
Copywriter Rodrigo Strozenberg, Gustavo Alves
Released November 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: SWATCH DO BRASIL CLAC IMPORTAÇÃO
Product/Service: SWATCH
Agency: PUBLICIS BRASIL
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Copywriter: Gustavo Alves (Publicis Brasil)
Art Director: Rodrigo Panucci (Publicis Brasil)
Account Executive: Fernando Silva (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Marcelo Teixeira (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Media placement: Wristband - Parties, Clubs, Nightclubs And Rio De Janeiro’s Carnival - 13 November 2009

Describe the challenges and key objectives
Divulge the new Colorcode collection and take it to the wrists of thousands of consumers and opinion leaders. How? Transforming a simple party wristband into a new worldwide communication platform. Swatch Wristbands.

Describe the brief from the client
Launch Swatch’s new Colorcode collection of watches. A line developed to become popular on the wrists of all the youngsters. But how to achieve this when the client wants to invest less and less in conventional media and looks for new ways to address the consumer?

Describe how you arrived at the final design
Combining simplicity with happiness, elegance with irreverence and colour with fashion, simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches. This new design transformed an item that usually went by unnoticed into a fashion accessory, an attention grabber. Then the Swatch Wristbands project was put into practice in the best parties and nightclubs in the country and in one of the most famous events in the world: Rio de Janeiro’s Carnival.

Give some indication of how successful the outcome was in the market
In less than a month, the wristbands were on the wrists of thousands of opinion leaders and celebrities, blogs, Orkut, Facebook and specialised magazines. During carnival in Rio de Janeiro, thousands of VIPs and countless Brazilian and international artists naturally became Swatch’s spokespeople. A few months after the campaign began, the new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil. The Swatch Wristbands project is now Swatch’s new worldwide communication platform.