Dyrup DM THE SHIRT MADE TO BE STAINED by Leo Burnett Iberia Madrid

Adsarchive » DM » Dyrup » THE SHIRT MADE TO BE STAINED


Pin to Collection
Add a note
Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Fabio Santos, Nuno Salvaterra
Copywriter Pedro Ribeiro, Jaime Nascimento
Account Supervisor Renata Ferreira
Illustrator Fabio Santos
Released March 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: DYRUP
Product/Service: PAINT
Date of First Appearance: Mar 4 2011
Entry URL: http://www.ourawardsite.com/2011/dyrup/the-shirt-made-to-be-stained/direct-c01/
Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Art Director: Fabio Santos/Nuno Salvaterra (Leo Burnett Iberia)
Copywriter: Pedro Ribeiro/Jaime Nascimento (Leo Burnett Iberia)
Account Director: Paula Lopes/Tiago Reis (Leo Burnett Iberia)
Account Executive: Frederico Bento/Joana Ferreira (Leo Burnett Iberia)
Account Supervisor: Renata Ferreira (Leo Burnett Iberia)
Illustrator: Fabio Santos (Leo Burnett Iberia)
Producer Director: Cristina Almeida (Leo Burnett Iberia)
Graphic Producer: Antonio Junior/Rui Caracol/Emanuel Serôdio (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: T-Shirt - Paint Stores - 04/03/2011

Describe the brief/objective of the direct campaign.
The client asked for a way to personally reward who purchased Dyrup and to promote the brand’s concept “Happy colours. Happy life”. Something unique to give in hand of customers and that would make them show to everyone.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with a t-shirt. A different one: it’s not finished yet. We’ve selected the main colours of Dyrup’s catalogue and illustrated funny stories that needed ink stains of those colours in order to be completed. The more stains they got, the better and funnier they looked. This way, we expected everyone to use the t-shirts everywhere.

Explain why the creative execution was relevant to the product or service.
This t-shirt contributed to make something as boring as painting a little more fun and ink splatters would no longer be a bad thing. Now they’re welcome. This makes all the sense for a brand that wants to spread happiness.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Painting walls became fun and unlike most advertising t-shirt’s, this one was desirable and wearable by everyone. The t-shirts ran out and every time someone wore it, the concept “Happy colours. Happy life” was communicated.