HAPPY SWEET YEAR by Longplay 360 for Litokromia

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HAPPY SWEET YEAR

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Industry Business equipment & services
Media Direct marketing
Market Brazil
Agency Longplay 360
Creative Director Fernando Luna
Art Director Alexandre Lage
Copywriter Marcel Petroff
Photographer Ale Torres
Released December 2009

Credits & Description

Category: Business Products & Services
Advertiser: LITOKROMIA
Product/Service: ART DIRECTORS 'AGENDA'
Agency: LONGPLAY COMUNICACAO
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: LONGPLAY COMUNICACAO , Sao Paulo , BRAZIL
Creative Director: Fernando Luna (Longplay Comunicacao)
Art Director: Alexandre Lage (Longplay Comunicacao)
Copywriter: Marcel Petroff (Longplay Comunicacao)
Photographer: Ale Torres (ND Photo)
Graphic Producer: Valdir Lucas (Longplay Comunicacao)
Art Finalist: Marcel Lucas (Longplay Comunicacao)
Retouch: Luiz Fasoli (Longplay Comunicacao)
Media placement: Direct Mail Agenda - Advertising Agencies - 17 December 2009

Describe the brief/objective of the direct campaign.
Target audience: the public account was established by executive creative directors, art directors and graphic designers of the major advertising agencies in Brazil. Strategy: the client briefing was impacting his audience through an agenda that shows everything that the graphical Litokromia was capable of doing.

Explain why the creative execution was relevant to the product or service.
Because it was used all the resources that the graphics could do. We work with colours and shapes to show the audience that the graphics could do whatever was possible, according to customer's need. So striking, playful, beautiful and joyful at the same time.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As the year 2009 was a year of crisis and bitterness for the market, the agency wanted to make an agenda optimistic and cheerful, which showed that 2010 would be a different, sweeter year. The idea was to create a calendar with the theme Happy Sweet Year. The agenda was packed like a bullet. By opening it, the public was impacted by a cover with real chocolate inside. On the first day of the year's agenda was a page and edible after real bullets. The contents of each month showing pictures of candy and text telling the history and origin.

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.
2,000 agendas were printed. It was such a success among clients, art directors, photographers and advertising professionals in general, that Litokromia printed another 1,000 agendas. Totaling 3,000 agendas distributed.