White Collar Hippies Design & Branding LAUNCH OF WHITE COLLAR HIPPIES by BBDO Mumbai

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Industry Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market India
Agency BBDO Mumbai
Art Director Rajdeepak Das, Sandeep Sawant, Manasi Sankhe
Copywriter Josy Paul, Yohan Daver
Photographer Avadhut Hembade
Released January 2011

Credits & Description

Category: Posters
Product/Service: TRAVEL COMPANY
Date of First Appearance: Jan 16 2011
Entrant Company: BBDO INDIA, Mumbai, INDIA
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Sandeep Sawant (BBDO India)
Creative Director: Josy Paul (BBDO India)
Creative Director: Rajdeepak Das (BBDO India)
Copywriter: Yohan Daver (BBDO India)
Copywriter: Josy Paul (BBDO India)
Copywriter: Rajdeepak Das (BBDO India)
Art Director: Sandeep Sawant, (BBDO India)
Art Director: Manasi Sankhe (BBDO India)
Art Director: Rajdeepak Das (BBDO India)
Client Servicing: Luv Chaturvedi (BBDO India)
Photographer: Avadhut Hembade
Retouch Artist: Hitesh Shah (BBDO India)
Retouch Artist: Sandeep Sawant (BBDO India)
Retouch Artist: Vinayak Kurade
Retouch Artist: Sameet Koyande (BBDO India)
Retouch Artist: Shankar Yelugu (BBDO India)
Client: Sachin Parikh
Client: Vikrant Chheda
Media placement: Press - Aji Kali - 16-12-2010
Media placement: Outdoor - Korum Mall - 22-12-2010
Media placement: Outdoor Posters - Wilson's College - 27-12-2010

Describe the brief from the client
White Collar Hippies (WCH) is a new entrant in the hyper competitive world of travel companies in India. The communication task was to launch and build awareness for the brand in a bold and fresh way. The objective was to distinguish WCH from the giant names in the business and create a space and brand language that will appeal to India’s urban youth.

Describe the challenges and key objectives
Indians constantly postpone their travel plans. “One day we’ll go to Peru” or “We are going to Nepal, but next year”. The challenge was to get the audience to live in the present and take action now.

Describe how you arrived at the final design
WCH set out to create a travel campaign that didn’t look like a travel campaign. They decided to remind the audience about how fragile the world is. Why the world has very little time left. The design had to be alarmist in nature, yet stylish in appeal. Disturbing but attractive!

Give some indication of how successful the outcome was in the market
Within just a week of the launch, White Collar Hippies was inundated with calls from people who wanted to associate with them. Travel and adventure groups are already partnering them. They have recently been called by a leading travel firm in the United Kingdom to set up in London.