Casa Luker DM, Design & Branding Lifesaver Backpack [image] 5 by J. Walter Thompson Bogota

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Lifesaver Backpack [image] 5

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Industry Grocery and Other foods, Public Safety, Health & Hygiene
Media Direct marketing, Design & Branding
Market Colombia
Agency J. Walter Thompson Bogota
Chief Creative Officer Rodolfo Borrell
Executive Creative Director Claudia Murillo, Miguel Andres Norato
Creative Director Diego Contreras, Diana Triana
Art Director Carolina Parra Garces, Carlos Alberto Jimenez
Copywriter Camilo Mateus
Designer Catalina Velasquez Velandia
Released March 2016


One Show 2017
Design Promotional: Promotional Items - Single Or Series Silver

Credits & Description

Entrant: J. Walter Thompson Colombia, Bogotá
Brand: Luki
Corporate Name of Client: Casa Luker
Client Marketing Director: Alejandra Angulo
Agency Senior Account Executive: Juanita del Corral
Agency Account Director: Andres Sanmartin
Agency: J. Walter Thompson Colombia, Bogotá
Chief Creative Officer: Rodolfo Borrell
Executive Creative Directors: Claudia Murillo/Miguel Andres Norato
Creative Directors: Diego Contreras/Diana Triana
Copywriter: Camilo Mateus
Art Directors: Carolina Parra Garces/Carlos Alberto Jimenez
Executive Agency Producer: Maria Medina
Agency Producer: Andrea Hortua
Design Company: Juan Sebastian Sanchez, Bogotá
Design Director: Juan Sebastian Sanchez
Designer: Catalina Velasquez Velandia
Description of the Project:
Colombia is a country with hundreds of rivers that are used everyday by children in remote jungle communities to get to school, using precarious and unsafe means of transport, but the problem is that rivers are unpredictable and flash floods happen without warning.
In the last years more than a thousand children drowned trying to get to school. Our client Luki, a famous fruit snack that is always present in children’s lunch boxes and schools, asked us for an idea to help these children.
We created, a new type of backpack : The Lifesaver Backpack, that can keep the children safe when the unexpected happens and at the same time, teach them about water safety and what to do in case of an emergency.
The Lifesaver Backpacks were designed and inspired by the same technology used in life vests, using light weight materials that resist strong river currents and colors that contrast against the dark brown water of the rivers.
They were tested to resist the weight of children from 5 to12 years old and their supplies, allowing the child to float. It is also capable of turning them around if they fall unconscious, allowing him or her to breathe freely.
The lifesaver Backpack has also integrated into the design reflecting materials that react to light, an internal dry bag for school supplies, a reinforced top handle that could be used for water rescues in the situation that a child is pulled out from the water into a boat, a waterproof whistle and stitch into the back are CPR instructions.
In partnership with the Colombian Red Cross hundreds of backpacks have been donated to 4 different jungle communities: Taparal, Munguido, San Jose and Los Perea. Also a educational program that impacted more than
000 people including children and adults teaching them first aid, CPR and and what to do in case of water emergencies. Working close with the Colombian Red Cross we are identifying other communities. To reach out with more Lifesaver Backpacks.
Luki has an on-going promotion in Supermarkets and stores for the purchase of there product part of the money goes to the construction of more Lifesaver Backpacks.
The idea was also picked up by news media gaining free press that help to promote the idea, increasing sales that help create more Lifesaver Backpacks.