Db Apparel Belux: BUSINESS

Credits & Description:

Category: Special Editions & Promotional Packaging

Advertiser: DBAPPAREL

Product/Service: WONDERBRA

Agency: PUBLICIS COMUNICACIÓN ESPAÑA

International Creative Director: Erik Vervroegen (Publicis)

General Creative Director: Alexandre Okada (Publicis)

Creative Director: Rafael Santamarina (Publicis)

Art Director: Javier Rodríguez (Publicis)

Art Director: Arturo Sania (Publicis)

Copywriter: Esteban Franco (Publicis)

Account Supervisor: Charles George-Picot (Publicis)

Account Supervisor: Belén Segura (Publicis)

Media placement: Temporary exhibition - Book stores - 28 April 2012



Describe the brief from the client

- Date of implementation: April 2012

- Brief from the client.

Increase the traditional target of the brand in Spain, normally situated in women between the ages of 18 to 30, getting to women between 30 and 35 years old.



Describe the challenges and key objectives

The objective was to create a piece that connected with a public mostly formed by mature and self-esteemed women, to whom the sexuality plays an important part.



Describe how you arrived at the final design

Our inspiration were the self help books category. The pieces are at first glance regulars books: the cover and pages are familiar to the touch, and only reveal the surprise when you open, its in fact a Wonderbra box.

The finishing sample shows, a classic and retro aesthetics regularly used in self helped books, which makes it more fun when you open it to find a Wonderbra inside, connecting both content and container. The designed was thought to be in agreement with the point of sale, as the piece had to be surrounded by books and look like them.



Give some indication of how successful the outcome was in the market

The initial response in the majority of the cases was surprise, followed by interaction with the piece. An immediate connection with objective public was made.