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Industry Stationery, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Colombia
Agency DDB Bogota
Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma
Art Director David Moreno
Copywriter Jorge Ivan Jácome, Alfonso Diaz
Released May 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: BICO
Date of First Appearance: May 29 2009 12:00AM
Entrant Company: DDB COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Maria Teresa Fernandez (DDB Colombia)
General Creative Director: Mauricio Rocha (DDB Colombia)
General Creative Director: Juan Pablo Navas (DDB Colombia)
Creative Director: Juan Carlos Palma (DDB Colombia)
Creative Director: Juan Carlos Espitia (DDB Colombia)
Copywriter: Alfonso Diaz (DDB Colombia)
Copywriter: Jorge Jacome (DDB Colombia)
Art Director: David Moreno (DDB Colombia)
Account Director: Paula Echeverry (DDB Colombia)
Media placement: Parks Outdoor - Streets and Parks - 28/05/09
Media placement: Airplane Outdoor - Streets and Parks - 28/05/09
Media placement: Manakin Dragon - Streets and Parks - 29/05/09
Media placement: Bicycles - Streets and Parks - 29/05/09
Media placement: Clowns - Streets and Parks - 29/05/09

Results and Effectiveness
Sales of NORMA'S GIANT COLORS tripled during the back to school season, moment when the campaign was launched. All the existing stock was sold during the 4 back-to-school seasons of the year. GIANT COLORS works as a great offer would. The materials put in stationery stores sold out in record times. The GIANT COLORS of NORMA became the generic for big colouring pencils since, although other brands also had this line, children always ask for GIANT COLORS in the supermarket. Today, without a doubt, they are the favourite colouring pencils brand in all Colombia.

Creative Execution
Without using mass media, GIANT COLORS took over children’s parks and their surroundings with ‘giant objects’ present in their drawings. Airplanes, springboards, bicycles and even the parks themselves were all painted with white and with numbers on their surfaces. The drawings we used to colour when we were children were perfectly recreated but now in XXL size. The gigantism was taken from their fantasies and happiness was captured in thousands of drawings coloured with NORMA´S GIANT COLORS.

Insights, Strategy & the Idea
Make a line of colouring pencils for children unknown up to now, become their favourite. The idea: Children´s fantasies have no size, this is why when they were shown gigantic elements they see every day in the street in a regular size and painted white as drawings, they’d want to colour them with our product, essentially XXL, turning to an ideal colouring pencil to give life to their imagination.