JHSF Construction: VITRA EXHIBITION

Credits & Description:

Category: Exhibitions & Live Events

Advertiser: JHSF CONSTRUCTION

Product/Service: BUILDING EXHIBITION

Agency: AGÊNCIA TUDO

Agency: BRAND CONNECT

Date of First Appearance: Nov 27 2010

Entrant Company: AGÊNCIA TUDO, São Paulo, BRAZIL

Entry URL: http://www.edificiovitra.com.br

Creative Director: Roberto Cipolla (Agência Tudo)

Creative Director: Cleber Paradela (Agência Tudo)

Copywriter: Ana Reber (Agência Tudo)

Art Director: Rodrigo Stroitsch (Agência Tudo)

Art Director: Gladys Esher (Agência Tudo)

Planner: Yara Rocha (Agência Tudo)

Account Director: Daniel Jotta (Agência Tudo)

Account Manager: Camilla Carvalho (Agência Tudo)

RTV: Guto Lins (Agência Tudo)

Production Director: Iron Neto (Agência Tudo)

Production Manager: Ana Cácia Pereira (Agência Tudo)

Marketing: Marina Auriemo (JHSF)

Marketing: Raquel Correa (JHSF)

Marketing: Graziela Araujo (JHSF)

Media placement: Temporary Exhibition - Showroom - São Paulo/SP - Nov/01/2010 - Dec/20/2010



Describe the brief from the client

The agency was asked to create a launch campaign for a luxurious building. The project was designed by Daniel Libeskind, one of the most celebrated architects in the world, responsible for the rebuilding project of Ground Zero in Manhattan, and for the well-known Jewish Museum in Berlin. This was the first time Libeskind designed a project in Latin America. The building features 14 apartments that cost US$7 million to 12 US$ million.



Describe the challenges and key objectives

Challenge:

- To generate awareness among a highly sophisticated audience.



Goals:

- To sell all apartments in up to six months.

- To generate buzz.

- To highlight the quality of JHSF’s portfolio.



Describe how you arrived at the final design

To communicate with such a select, sophisticated audience, we abandoned the conventional strategies for selling apartments and decided to present the building as a work of art. Instead of a showroom, we built an art gallery with the architect’s most important works.

To carry out the project, we had the help of the award-winning set designer Daniela Thomas, who designed the space together with the agency’s creative team. Libeskind’s creative work in New York was captured on camera by another team, and the material was turned into a documentary that was made available online.



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

Vitra’s launch was a resounding success and caused a huge impact in the segment through publications and specialised blogs. Commercial success was incredible, too: 12 out of 14 apartments were sold in just five days, exceeding all expectations, and in record time.