Kiss Fm Design & Branding OZZY OSBOURNE by LUA Sao Paulo

OZZY OSBOURNE
The Design & Branding titled OZZY OSBOURNE was done by LUA Sao Paulo advertising agency for Kiss Fm in Brazil. It was released in Apr 2012.
Advertising campaign for Kiss Fm

Kiss Fm: OZZY OSBOURNE

Brand
Kiss Fm
Media
Design & Branding
Released
April 2012
Posted
April 2012
Market
Brazil
Industry
TV Channels/Radio Stations and Programmes
Agency
LUA Sao Paulo
Art Director
Rodrigo Cabello
Creative Director
Atila Francucci
Art Director
Felipe Ortiz
Copywriter
Bruno Godinho
Producer
Sabrina Inui
Illustrator
Mauricio Sampaio
Illustrator
Sandro Grasseti
Art Director
Tulio Turina
Illustrator
João Paulo Garcia
Account Supervisor
Bruno Sattim
Copywriter
Bruno Godinho Leo Burnett Tailor Made

Credits & Description:

Category: Illustration

Advertiser: KISS FM

Product/Service: KISS FM

Agency: LUA

Creative Director: Atila Francucci (Lua)

Copywriter: Bruno Godinho (Lua)

Art Director: Rodrigo Cabello (Lua)

Illustrator: Paulo Garcia (Zombie Studio)

Illustrator: Mauricio Sampaio (Zombie Studio)

Illustrator: Sandro Grasseti (Zombie Studio)

Art Buyer: Anna Bohm (Lua)

Producer: Sabrina Inui (Lua)

Account Manager: Ricardo Polmom (Lua)

Account Supervisor: Bruno Sattim (Lua)

President: Tais Abreu (Kiss FM)

Media placement: Poster - Performance Venue - 25 April 2012

Media placement: Poster - Record Store - 25 April 2012

Media placement: Poster - Bookstores - 25 April 2012

Media placement: Poster - Bars - 25 April 2012

Media placement: Poster - Universities - 25 April 2012



Describe the brief from the client

Kiss FM is the most important radio specialised in classic rock in Brazil. It has a loyal audience and a repertoire based solely on the biggest rock classics of all time. When the radio came to us, it needed a more audacious visual platform in harmony with the boldness of its rock 'n' roll programming.



Describe the challenges and key objectives

The biggest challenge was to make Kiss FM stand out as the only ‘rocker’ option among a vast majority of radios essentially pop; to thereby gain new listeners.



Describe how you arrived at the final design

To differentiate Kiss FM from the pop radio stations, a new visual identity was created, one entirely based on illustrations and 3D modelling. Black and white are the predominant colours, with little variations in the mid-tones and the presence of some realistic textures. The characters and elements don't respect a logical proportion between them, reinforcing the fantasy aspect of the scenarios. The illustrations were used on posters, ads, billboards and gigantography. They show a big pop universe and invite the public to find a classic-rock character. The rock star is always next to the Kiss FM logo.



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

With the new visual identity, the number of listeners of Kiss FM increased by 17%, and the image of the radio got more associated with the great legends of the classic-rock world.