Colston Julian Print, Design & Branding Underwater Photography by Grey Mumbai

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Underwater Photography

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Industry Photo Development
Media Print, Magazine & Newspaper, Design & Branding
Market India
Agency Grey Mumbai
Executive Creative Director Rohit Malkani, Karan Rawat
Creative Director Bhavesh Kosambia, Aarati Kakkad
Copywriter Hemant Shringy
Released March 2011

Awards

One Show 2012
One Show Design Corporate Identity / Campaign Merit

Credits & Description

Category: Corporate Image & Information
Advertiser: COLSTON JULIAN
Product/Service: PHOTOGRAPHY
Agency: GREY WORLDWIDE INDIA
Date of First Appearance: Jan 7 2011
Entrant Company: GREY WORLDWIDE INDIA, Mumbai, INDIA
National Creative Director: Amit Akali (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Executive Creative Director: Karan Rawat (Grey Worldwide)
Creative Director: Aarati Kakkad (Grey Worldwide)
Creative Director: Bhavesh Kosambia (Grey Worldwide)
Art Director / Copywriter: Mandar Acharekar (Grey Worldwide)
Copywriter: Hemant Shringy (Grey Worldwide)
Media placement: Visiting Card - Advertising Agencies - 7/01/11
Media placement: Visiting Card - Production Houses - 14/01/11
Media placement: Visiting Card - Fashion Designers - 21/01/11

Describe the brief/objective of the direct campaign.
The objective was to showcase his work. And build top of mind recall for underwater photography.
The target audience was existing and new customers
Since the photographer was venturing into underwater photography, we decided to use water itself as the device to drive home the message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To brief was to showcase his work. And build top of mind recall for underwater photography in the most cost effective manner.

Creative solution: No ads. No posters. No catalogues. Just a visiting card that does it all.

Execution: A blank visiting card, when dipped into water shows an image from the photographer's underwater portfolio along with his contact details.

Explain why the creative execution was relevant to the product or service.
Creative Strength and why it's appropriate for the brand

Simplicity - A visiting card that goes under water for an underwater photographer.

Engaging - Not very often do you receive a visiting card that is as interactive as this one.

Cost effective - creating awareness, showcasing the portfolio and giving out the contact details without having to spend on press ads, hoardings or catalogues.

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.
Soon after the card was circulated, there was a huge buzz about Colston Julian in the industry. He was approached by major advertisers and fashion designers.