Dyrup Promo, Case study THE BONDEX COASTER by Leo Burnett Iberia Madrid

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Renato Lopes
Art Director Jose Antonio De Melo E Silva, Rui Lousao
Copywriter Erick Rosa, Fernando Duarte
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: DYRUP
Product/Service: WOOD VARNISH
Date of First Appearance: Apr 13 2011
Entry URL: http://www.ourawardsite.com/2011/dyrup/the-bondex-coaster/media-a05/
Chief Creative Officer: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director: António Silva/Rui Lousão (ARCWW)
Account Director: Tiago Reis (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Promotional Items - In Store - 13/04/2011

Insights, Strategy & the Idea
Bondex needed to show, both their POS people and also their final customers, that their varnish is the best option to protect wooden furniture.

Creative Execution
We turned Bondex cans into an advertising medium.
Inside of each can, instead of varnish, people would find coasters to place their glasses on, avoiding any stains they could possibly make to wooden surfaces.

Results and Effectiveness
It perfectly showed the benefits of the product, as well as turned out to be the perfect demo of what a coat of varnish does to a wooden surface - protects it and assures that no damage is made. This was done with very low cost and using the very package that contains the varnish that will, for a long time, protect the wooden surface at the consumer's home.