Active Total Security System (ATSS) Print KEYS ARE HARD TO FIND by McCann Erickson Mumbai

KEYS ARE HARD TO FIND

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Industry Electronic Devices & Home Appliances, Business equipment & services
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson Mumbai
Released April 2013

Awards

Spikes Asia 2013
Design Posters Grand Prix

Credits & Description

Client ATSS
Product KEYLESS ENTRY SYSTEM
Entrant McCANN WORLDGROUP INDIA Mumbai, INDIA
Type of Entry Design: Corporate or Brand Itendity
Category Posters
Title KEYS ARE HARD TO FIND
Product/Service KEYLESS ENTRY SYSTEM
Entrant Company : McCANN WORLDGROUP INDIA Mumbai, INDIA
Advertising Agency : McCANN WORLDGROUP INDIA Mumbai, INDIA
Sandeep Jaiswar Mccann Worldgroup Illustrator
Satyajeet More Mccann Worldgroup Illustrator
Mark Gmehling Braincorps Illustrator
Anushree Chaitanya Mccann Worldgroup Copywriter
Denzil Machado Mccann Worldgroup Creative Director
Anshumani Khanna Mccann Worldgroup Creative Director
Rahul Mathew Mccann Worldgroup Executive Creative Director
Akshay Kapnadak Mccann Worldgroup Executive Creative Director
Raylin Valles Mccann Worldgroup Executive Creative Director
Prasoon Joshi Mccann Worldgroup Chief Creative Officer
BRIEF EXPLANATION
To demonstrate interestingly how keys can be more of a hassle than a boon.
DESCRIBE THE BRIEF FROM THE CLIENT:
To promote and advertise the Biometric fingerprint door lock system and show it's efficacy as compared to regular house keys.
DESCRIPTION OF HOW YOU ARRIVED AT THE FINAL DESIGN:
We wanted to illustrate the sheer frustration people suffer when searching for their house keys, in their bags or pockets. To represent the same, we created three quirky characters who's bags would have a range of interesting items that can come in the way while searching for keys. We used twisted hands, and placed the objects around them, one of which were the keys, which would obviously be the hardest to find.
INDICATION OF HOW SUCCESSFUL THE OUTCOME WAS IN THE MARKET:
Sales increased by 23%