Tam Design & Branding DELIVER LIKE YOU by Y&R Sao Paulo

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Industry Postal, Courier, Shipping & Freight services
Media Design & Branding
Market Brazil
Agency Y&R Sao Paulo
Creative Director Felipe Luchi, Victor Sant'anna, Rui Branquinho, Pedro Cappeletti, Aaron Sutton, Flávio Casarotti, Jorge Iervolino
Art Director Paulo Labriola
Copywriter Pedro Guerra, Laura Esteves
Account Supervisor Alessandro Cardoni
Released September 2011

Credits & Description

Category: Promotional Item Design
Advertiser: TAM CARGO
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti/Jorge Iervolino/Victor Sant’anna (Y&R Sao Paulo)
Art Director: Paulo Labriola (Y&R Sao Paulo)
Copywriter: Pedro Guerra/Laura Esteves (Y&R Sao Paulo)
Art Buyer: Monica Beretta (Y&R Sao Paulo)
Print Producer: Elaine Carvalho/Flavio Zamboni (Y&R Sao Paulo)
Account Supervisor: Alessandro Cardoni (Y&R Sao Paulo)
Planner: Fernanda Flandoli/Flavio Proença/Fernando Takey (Y&R Sao Paulo)
Media: Gustavo Gaion (Y&R Sao Paulo)
Advertiser: Manoela Amaro (Tam)
Media placement: Box - TAM Cargo - 2 February, 2012

Describe the brief from the client
The client wanted us to offer a solution considering the fear some people have of sending important and high value packages through the postal service or couriers.

Describe the challenges and key objectives
The challenge and objective was to convey the care and the professionalism with which TAM Cargo delivers, in a simple message every client could understand.

Describe how you arrived at the final design
We decided to use our own boxes as a media channel and humanise a service that is usually executed by machines.

Give some indication of how successful the outcome was in the market
The use of the new boxes increased by 18% the demand for our services, and by 22% our website traffic in the capitals where the activity was implemented.