LATINSTOCK'S BOOKS by DDB Sao Paulo for Latinstock

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LATINSTOCK'S BOOKS

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Industry Photo Development, Website, Business equipment & services
Media Direct marketing, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato
Creative Director Gustavo Victorino
Art Director Mozar Gudin
Copywriter Tomás Correa
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Dimensional Mailing Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Dimensional Mailing
Advertiser: LATINSTOCK
Product/Service: IMAGE BANK
Agency: DDB BRASIL São Paulo, BRAZIL
Advertiser LATINSTOCK
Product IMAGE BANK
Entrant DDB BRASIL São Paulo, BRAZIL
Type of Entry: Use of Direct Marketing
Category: Dimensional Mailing
Title: LATINSTOCK'S BOOKS
Advertiser/Client: LATINSTOCK
Product/Service: IMAGE BANK
Entrant Company: DDB BRASIL São Paulo, BRAZIL
DM/Advertising Agency: DDB BRASIL São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Gustavo Victorino (DDB Brasil)
Copywriter: Tomas Correa (DDB Brasil)
Art Director: Mozar Gudin (DDB Brasil)
Photography: Latinstock (Latinstock)
Describe the brief from the client
Our client wanted to be more present in its consumers’ lives and we needed a way to influence their decision when choosing an image bank and entering the company’s URL in the browser. For that to happen, Latinstock needed to not only be more present in their lives, but also to prove that its image bank had top quality in addition to being vast.

Creative Execution

Catalogues have always been a way to promote image banks. The better the catalogue, the better the bank. Due to digitalisation, the old catalogues ended up being thrown away and the brand/consumer relationship started happening only when they entered the company’s URL on the Internet.
When we came up with the books, people started interacting with the bank outside the Internet in a fun way. We were also able to prove that it is possible to tell anything with Latistock’s images.


Describe the creative solution to the brief/objective.

We created exclusive book and poster collections where pictures in the image bank take the place of words and simulate texts that tell classic stories. In the books and posters the pictures tell the story the same way they tell a news report or a print ad. The books, in addition to being a fun way to be part of the consumer’s life, are real catalogues. Proving that Latinstock has the right images to tell anything you want. But with one difference, they never end up in the trash can.


Describe the results in as much detail as possible.

To test the idea’s effectiveness we first sent out the books to a few advertising professionals. We quickly started receiving emails with people requesting the books so they could read them to their kids. People asked for more sets and some wanted to have the collection on their bookshelves. Of course we sent them not only to those who made the requests but to many other professionals. The website hits went up 50% in the month of the campaign and we had a 20% increase in the picture orders.