JAGUA SHADOW by McCann Worldgroup Colombia for Yamaha

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JAGUA SHADOW

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Industry Motorcycles
Media Design & Branding
Market Colombia
Agency McCann Worldgroup Colombia
Creative Director Reini Farias
Art Director Jose Luis Rodriguez, Juan Fernando Gomez, Andres Delgado, Raul Rodriguez
Copywriter Leonardo Valencia, Juan Castaño
Account Supervisor Ana Paula Sanchez
Released October 2010

Credits & Description

Category: Advertising Typography
Advertiser: YAMAHA
Product/Service: YAMAHA GRIZZLY
Agency: McCANN ERICKSON COLOMBIA
Date of First Appearance: Nov 1 2010
Entrant Company: McCANN ERICKSON COLOMBIA, Bogotá, COLOMBIA
Chief Creative Officer: Samuel Estrada (Mccann Erickson)
Creative Director: Reini Farias (Mccann Erickson)
Art Director: Juan Fernando Gomez (Mccann Erickson)
Art Director: Andres Delgado (Mccann Erickson)
Copywriter: Leonardo Valencia (Mccann Erickson)
Art Director: Raul Rodriguez (Mccann Erickson)
Art Director: Luis Rodriguez (Mccann Erickson)
Copywriter: Juan Castaño (Mccann Erickson)
Account Manager: Margarita Echavarria (Mccann Erickson)
Account Supervisor: Paula Sanchez (Mccann Erickson)
Media placement: Metalic Poster - Parking Lots - 1 Nov 2010

Describe the brief from the client
Our client needed a poster at the point of sale that will position the 4X4 ATV as a vehicle designed to explore difficult terrain usually characterised by its wild life and adversity.

Describe the challenges and key objectives
The biggest challenge was to communicate the benefits by creating an experience to the customers with the very low budget and low interactivity that characterises the posters used at the point of sale.

Describe how you arrived at the final design
We discovered that we were able to take advantage of the car headlights in the underground parking of the stores.
So we laser-cut several acrylic pieces with specific measurements and proportions, which when exposed to the car lights in the underground parking, slowly started to reveal on the wall the shadow of a real size jaguar next to our message: Discover Yamaha Grizzly.

Give some indication of how successful the outcome was in the market
Thanks to word of mouth and the amount of good comments about the experience, top of mind on the 4x4 segment went up by 2 points during the implementation period of the poster