DISGUISED PACKAGING by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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DISGUISED PACKAGING

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Industry Wine & Champagne, Online Retail & E-stores
Media Promo & PR, Case study
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Photographer Caio Miranda
Typographer Bruno Werner
Illustrator Ariê Magalhães, Estúdio Onze, Ellyson Lifante
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: SMARTBUY WINES
Product/Service: ONLINE WINE RETAILER
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL: http://www.smartbuywines.com.br
Creative Director: Eugênio Mohallem (Mohallem/Artplan)
Head of Art/Art Director: Marcus Kawamura (Mohallem/Artplan)
Art Director: Rodrigo Moraes (Mohallem/Artplan)
Copywriter: Ana Carolina Reis (Mohallem/Artplan)
Copywriter: Julio D'Alfonso (Mohallem/Artplan)
Illustrator: Ellyson Lifante (Mohallem/Artplan)
Illustrator: Ariê Magalhães (Mohallem/Artplan)
Illustrator: Estudio Onze (Estudio Onze)
Photographer: Caio Miranda (Mohallem/Artplan)
Stock Photography: (Getty Images)
Typographer: Bruno Werner (Mohallem/Artplan)
Art Buyer: Vivian Tomaz (Mohallem/Artplan)
Account Director: Ana Paula Sanchez (Mohallem/Artplan)
Account Executive: Manoela Bon (Mohallem/Artplan)
Media placement: Packaging - Wine Boxes - 20/03/2010

Results and Effectiveness
Because of the curious approach of the disguised packaging, the brand concept was understood and absorbed even though the SmartBuy Wines logo was not immediately visible to the customer. The packages proved to be as much expected and enjoyed as the wines they carried. They became collectibles. The customers were tempted to make more purchases just to get all seven designs.

Creative Execution
The idea was to convert a flat brown box into a funny and interesting medium for the brand concept. All wines need to be delivered in boxes, so why not use them to generate more interest, therefore more execution effectiveness to the branding strategy? For that reason, we developed disguised boxes. From the outside they appeared to have nothing to do with SmartBuy Wines.

Insights, Strategy & the Idea
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline “SmartBuy Wines. Great wines at (barely) legal prices”. We were asked to explore the brand concept in every point of contact with the consumer.