Post-it Print, Design & Branding, Case study Organise Your Head - Vision Art by Publicis Malaysia Petaling Jaya

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Organise Your Head - Vision Art

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Industry Stationery
Media Print, Magazine & Newspaper, Design & Branding, Case study
Market Malaysia
Agency Publicis Malaysia Petaling Jaya
Art Director Chong Khong Lum, Lee Kwee Keak, Hong Xiao Yeen, Norman Tang
Copywriter Andy Soong, Teh Le Vin, Calvin Soh
Released February 2009

Awards

Cannes Lions 2009
Design - Bronze

Credits & Description

Type of Entry: Corporate or Brand Identity
Category: Point of Sale
Title: BARBECUE
Advertiser/Client: VISION ART
Product/Service: 3M POST-IT STICKY NOTES
Entrant Company: PUBLICIS COMMUNICATIONS MALAYSIA Petaling Jaya, MALAYSIA
Design/Advertising Agency: PUBLICIS COMMUNICATIONS MALAYSIA Petaling Jaya, MALAYSIA
Creative Credits
Name Company Position
Calvin Soh Publicis Communications Malaysia Chief Creative Officer
Andy Soong Publicis Communications Malaysia Executive Creative Director
Teh Le Vin Publicis Communications Malaysia Copywriter
Calvin Soh Publicis Communications Malaysia Copywriter
Hong Xiao Yeen Publicis Communications Malaysia Art Director
Chong Khong Lum Publicis Communications Malaysia Art Director
Lee Kwee Keak Publicis Communications Malaysia Art Director
Andy Soong Publicis Communications Malaysia Copywriter
Norman Tang Ifl Studio Photographer
Norman Tang Ifl Studio Art Director
Details
Brief Explanation:
Challenges: Client’s tight advertising budget and finding a benefit that would be relevant to the Client’s primary customers (art students). Key objectives: Drive awareness and sales of 3M Post-it note.
Describe the brief from the client:
Create an in-store ad for 3M Post-it note that doesn’t look like an ad, to appeal to customers that primarily come from art colleges nearby the Client’s retail outlets.
Description of how you arrived at the final design:
Without a list to help you remember important tasks/things, you’ll lose focus and everything in your head is messed up. To demonstrate this, we created 3 posters out of items that represent things you have to do, bring or buy. These were randomly mixed and piled together, which resulted in a graphic visual of the state of your mind. “Organise your head” on a 3M Post-it highlights the solution to this chaos. This creative execution created ads that look more like art posters. Plus, the highlighted benefit relates well with students who always have a lot in their heads.
Indication of how successful the outcome was in the market:
Out of the 15 stores where these posters were put up, 9 stores sold their 4-month 3M Post-it stock in 18 days. The other 6 stores sold their 4-month stock in 35 days. Several customers requested a copy of the poster as an art collectible.