Vodacom Design & Branding YOUTH COLOUR STARTER PACKS by DraftFCB Johannesburg

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Industry Telecommunications Services
Media Design & Branding
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Grant Jacobsen
Art Director Alan Lewus, Marcus Moshapalo
Copywriter Iain Thomas, Nerine Lombard
Photographer Michael Lewis, Nick Van Reenen
Typographer Tanya Lombard
Illustrator Richard Bibby
Released June 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: VODACOM
Date of First Appearance: Jun 15 2010
Entrant Company: DRAFTFCB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Grant Jacobsen (DraftFCB)
Art Director/Typographer: Neleesh Vallabh (DraftFCB)
Art Director: Alan Lewus (DraftFCB)
Art Director: Marcus Moshapalo (DraftFCB)
Copywriter: Nerine Lombard (DraftFCB)
Copywriter: Iain Thomas (DraftFCB)
Photographer: Michael Lewis (DraftFCB)
Photographer: Nick van Reenen (DraftFCB)
Illustrator: Richard Bibby (DraftFCB)
Typographer: Tanya Lombard (DraftFCB)
Media placement: Starter Packs were distributed. - Vodacom 4U stores and music stores (Musica) – home - June 2010

Describe the brief from the client
Vodacom’s Youth Proposition is an offering focused on keeping “under 24 year olds” in touch with their world. Create a cellphone Starter Pack that will demonstrate this.

Describe the challenges and key objectives
Speak to the target market in their language, target them at places they frequent, and incorporate their visual cues.

Describe how you arrived at the final design
Each separate element in the campaign is monochromatic, but together display the idea of ‘colour’ – a metaphor for “more”. Exploding devices illustrate “more” even further, saying it’s time to forget about the conventional and get ready for more, newer and better.

Give some indication of how successful the outcome was in the market
310,000 active Colour customers