45
Consider where the promotion will be opened, in what state
of mind the recipient will be, and what they will be pleasantly
surprised to receive.” Promotions that are purely self-serving
will never make that ever-so-valuable connection with a target
audience, ultimately leaving your efforts in the circular fi le,
unopened and never read.
Each promotional initiative is also an opportunity to explore
outside the limitations of client-driven work to showcase new
skills. For Fusionary Media, this meant really pushing the
envelope. The design team decided to invite clients and col-
leagues to a virtual New Year’s Eve party held in cyberspace.
By creating an animated adventure game, the fi rm was able to
highlight recent offerings in a fun, imaginative, and engaging
way. (See page 80.) “We always try to seek out new avenues in
order to keep things interesting for ourselves and our audi-
ence,” says creative director T.M. Camp. “We’ve found that
clients hang onto the game and play it throughout the year,
creating a far longer and more profound impact.”
Whether you are hosting a real or virtual event, fi rst plan
everything out by crafting a detailed creative brief supported
by a comprehensive timeline and budget. This will not only
ensure that you consider the initiative as a whole before you
begin designing but also that you stay on track and don’t break
the bank in the process. Every promotional endeavor is an
investment. Each initiative strengthens client relations, building
brand equity over the long term.
INVITATIONS, ANNOUNCEMENTS, AND CARDS
Almost any notable occasion or endeavor is worthy
of a promotional message when it comes to maintaining that
vital connection with clientele. The announcement of a new
website, the celebration of an anniversary, the addition of
new staff members, or the achievement of awards all open
the opportunity to engage in communications.
To make a memorable impact, it is important to start with
a strong overall concept. Allow the message to drive the
design, not vice versa. Keep your audience small and person-
alize promotions as much as possible. “Instead of spending
your budget on a mass mailing, identify your best targets
and surprise them in a real creative way,” suggests Orlando
Facioli of Orlando Facioli Design. “Use interesting textures
and unexpected materials for them to touch and discover.”
Tactile surfaces, three-dimensional formats, and tangible
bindery encourage interaction, while scented add-ons,
tasteful treats, and an element of sound enhance the overall
sensual experience. Being a bit more innovative from either a
presentation or production standpoint can pique interest.
Most important, make your promotion relevant and interest-
ing for the audience. “We look at each promotion from the
recipient’s perspective by asking ourselves ‘what do they nor-
mally see, in what environment, and how is it delivered?’”
says Justin Ahrens of Rule29. “Then we try to be unique by
taking a different approach, whether it is size, format, im-
age, vocabulary, or materials.” Pamela Zuccker of Principle
agrees, “Always design with the end experience in mind.
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4108 Text Black
GWIPTW p001-045_11-04-05_.indd 45GWIPTW p001-045_11-04-05_.indd 45 2/15/11 10:19:48 AM2/15/11 10:19:48 AM
46
innovative promotions that work
“ Think about what makes you pick up some-
thing and open it. The draw is obscurity
and mystery, where you become curious
and want to discover what’s inside.”
—Ucef Hanjani, ceft & company
OBJECTIVE ceft & company was asked to develop an eye-catching press kit for
a new line of apparel called Nike Pro Performance, gear that professional athletes
wear under their suits to keep cool and dry. The kit had to work in tandem with
the warrior theme developed for the campaign’s broadcast communications.
AUDIENCE The press kit was hand-delivered to the general media to create
awareness of the new line of apparel. A total of 100 kits were created, each indi-
vidually numbered.
CONCEPT The design was based on the premise that athletes, like warriors,
prepare for battle by putting on their game face and suiting up to win. Wanting to
create something powerful and timeless, ceft & company looked toward histori-
cal references for inspiration. The mask, with its ability to protect and ward off
enemies, became the primary element of communication in this promotional en-
semble. With a slightly modern twist, the fi nal look was based on warrior masks
from Asia and Africa.
MESSAGE The fi ercest competitors put their game face on and suit up with
Nike Pro.
RESPONSE The press kit was quite successful, obtaining valuable air time from
major broadcast stations such as ESPN, Fox News, and CNBC. The striking kit
also captured the attention of prominent print media; the New York Times and
the Chicago Tribute both ran pieces.
Firm ceft & company
Creative Direction Ucef Hanjani
Design Ucef Hanjani and Christo Holloway
Printing The Ace Group
Special Techniques Precision Laser (laser-cutting)
Manufacturers Clockwork Apple, NYC and Shadi + Company
Client Nike
The mask, made of solid
steel, mesh, and aluminum
rivets, reinforces the over-
all message of protection.
Each mask is treated with
a clear coating to cover up
any odor or residue from
the welding process.
fi g.
1.1
Your Game Face
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4237 Text Black
GWIPTW p046-091_11-04-05_.indd 46GWIPTW p046-091_11-04-05_.indd 46 2/15/11 10:39:21 AM2/15/11 10:39:21 AM
47
r
s
o
m
m
p
The attached hangtag reinforces
the overall message and tagline.
Its clean, simple design allows the
other elements in the package to
shine.
fi g.
2.1
The mesh wrap that packages
the shirt helps to convey the im-
pression that this is no ordinary
fashion apparel but the genuine
armor that true athletes wear.
fi g.
4.1
fi g.
2.3
fi g.
4.2
Once open, the heavy metal
mask and a Nike Pro Per-
formance shirt are revealed
inside the velvet-inlaid box,
furthering the warrior-like
theme.
Each kit is individually num-
bered using the font Stencil,
simulating the lettering
printed on military trunks.
The laser-cut circular pattern
on the top of the case not only
provides an interesting overall
design but also ignites the viewer’s
curiosity and anticipation about
what is inside.
The press kit comes in an
impressive, custom-designed,
silkscreen-printed metal case
that clamps shut, providing a
very bold fi rst impression.
fi g.
3.1
fi g.
2.2
Invitations, Announcements, and Cards
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4237 Text Black
GWIPTW p046-091_11-04-05_.indd 47GWIPTW p046-091_11-04-05_.indd 47 2/15/11 10:39:33 AM2/15/11 10:39:33 AM
48
Experience the Sensation
OBJECTIVE When invited to design a new interior for Aigner’s shops worldwide,
Hand Made Group wanted to present their proposal in a nontraditional, highly memo-
rable fashion.
AUDIENCE The audience was specifi cally Aigner’s international board of directors.
CONCEPT The design fi rm decided to create an environment surrounded and inspired
by water—a pure and universal element. The interior design included water falling
down the walls onto which images could be projected through slides or fi lm. The con-
cept also featured a water bar inside each shop. Because the overall design was based
on water and fl uidity, the proposal needed to convey a tangible and visible feeling of
the idea.
MESSAGE Experience the fl uid sensation.
RESPONSE The design as well as the proposal really pushed the boundaries for
Aigner, who has been typically conservative in their approach.
Firm Hand Made Group
Creative Direction Alessandro Esteri
Design Alessandro Esteri and Davide Premuni
Client Aigner
“ The entire project is based on sensa-
tions. We could never communicate the
precise feeling of the project using just
plans and renderings. We needed to give
a piece of the whole experience.”
—Alessandro Esteri, Hand Made Group
innovative promotions that work
fi g.
1.1
The proposal is housed
inside two clear 13” x 17
1
/2”
x 6
1
/2” (33 x 45 x 16 cm)
boxes made of
1
/5” (4 mm)
polycarbonate thermoplastic.
fi g.
1.2
The Aigner logo, made of
reprographic fi lm, fl oats
inside water, which is dyed
with blue aniline.
fi g.
1.3
Inside the transparent
boxes is a DVD containing
a digital 3-D presentation,
select material samples and
renderings for the interior
redesign, and a prototype of
an Aigner water bottle for
the proposed water bar.
(Provision) : Innovative Promotionals That Work - CD1205.21 / 4237 Text Black
GWIPTW p046-091_11-04-05_.indd 48GWIPTW p046-091_11-04-05_.indd 48 2/15/11 10:39:56 AM2/15/11 10:39:56 AM
49
o-
d
Invitations, Announcements, and Cards
fi g.
2.1
Each boxed is imprinted
using an electronically con-
trolled milling machine.
fi g.
2.2
Inside the top cover of each
box, liquid is inserted using
a syringe. The box is then
sealed shut with silicone.
(Provision) : Innovative Promotionals That Work - CD1105.30 / 4204 Text Black
GWIPTW p046-091_11-04-05_.indd 49GWIPTW p046-091_11-04-05_.indd 49 2/15/11 10:40:12 AM2/15/11 10:40:12 AM
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.