Advertiser: ESCOLA PANAMERICANA DE ARTE E DESIGN
Agency: ALMAPBBDO
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Art Director: Benjamin Yung Jr. (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Art Director: Luiz Sanches (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Copywriter: Marcelo Nogueira (AlmapBBDO)
Designer: Bruno Borges (AlmapBBDO)
Creative Director: Bruno Prosperi (AlmapBBDO)
Creative Director Designer: Marcus Sulzbacher (AlmapBBDO)
Creative Director: Renato Simões (AlmapBBDO)
Implementation
More than offering arguments, we decided to show the power of design by testing it in the real world. We chose a product with very low differentiation between the brands: mineral water. Bottles with absolutely identical content were divided in two groups. On one of them, we applied labels with a beautiful design, developed by a group of designers. On the other group of bottles, we placed poorly made labels, merely informative. And we performed a test with consumers in a supermarket, filming the action. The results proved that good design is worth a lot.
Client Brief Or Objective
Panamericana School of Art and Design has 50 years of tradition. Its design course is one of the most important ones in the country and renowned designers have graduated there. But a survey with potential students showed they considered the design course as less efficient when it came to powering their careers in the work market. One of the most traditional schools was losing ground to more generic courses.Panamericana School of Art and Design needed to find a way to show its potential students the strength of design and how it could make a difference and aggregate market value to their careers.
Outcome
The number of applications for the Design Course increased 28% in relation to the same period in the previous year. The students that had already chosen the course felt good about themselves and stimulated to promote the video and the course to their peers, which increased the interest for the course even further.
Relevancy
Only 8 consumers chose the water bottle with the poor design while 253 chose the beautiful one. We performed a test that was presented to potential students that visited the school in search of information.In the video students could see the value of design on products and on their careers based on a practical experience. For them, design ceased to be a vocation that would probably be forgotten and became a real option of a career, an instrument to value and differentiate them in the work market.