SHAKESPEARE by LUA Sao Paulo for Universidade Falada

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SHAKESPEARE

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Industry Book store, Online Retail & E-stores
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency LUA Sao Paulo
Creative Director Atila Francucci
Art Director Bruno Nastri, Caio Grafietti E Alessandro Cassulino
Copywriter Davi Sabry
Released December 2011

Credits & Description

Category: Point of Sale
Advertiser: UNIVERSIDADE FALADA - AUDIOBOOKS
Product/Service: ONLINE BOOK STORE
Agency: LUA
Creative Director: Atila Francucci (Lua)
Copywriter: Davi Sabry (Lua)
Art Director: Caio Grafietti (Lua)
Art Director: Bruno Nastri
Production: Sabrina Inui (Lua)
Graphic: Peter Carloni (Photostop)
Account Manager: Ricardo Polmon (Lua)
Advertiser's Supervisor: Claudio Wulkan (Universidade Falada)
Media placement: Poster - Paineiras Club - 20 April 2012

Describe the brief from the client
The 'Universidade Falada – Audiobooks' is the largest web portal of audio books in Brazil. Still, its product was poorly known by the general public. The briefing asked for the development of a project that would make it clear to potential customers, what kind of product was offered and position the company as a reference on the subject.

Describe the challenges and key objectives
The biggest challenge of this briefing was to develop a project that was clear about the product's features and at the same hit the public in a new and different way.

Describe how you arrived at the final design
The design was inspired by the main feature that differentiates an audio book from a conventional book: sound. We assembled 8 posters, by hand. In each one of them, above the picture of one of the greatest writers in the world (William Shakespeare), we placed a real grid of a mini system speaker, giving the impression that the author was behind it. Thus, besides making the product purpose clear, we celebrated the cultural and commercial positioning of the brand.

Give some indication of how successful the outcome was in the market
After a short period displayed in shopping malls, universities and schools, the number of people who have come to understand what the product was about associating it with the brand increased. The proof is that the number of unique daily hits on the ‘Universidade Falada – Audio books’ website increased by 83%.