Sodexo Design & Branding GIFT WRAPPING PAPER by Salem

GIFT WRAPPING PAPER
The Design & Branding titled GIFT WRAPPING PAPER was done by Salem advertising agency for Sodexo in Brazil. It was released in Oct 2012.
Advertising campaign for Sodexo

Sodexo: GIFT WRAPPING PAPER

Brand
Sodexo
Media
Design & Branding
Released
October 2012
Posted
October 2012
Market
Brazil
Industry
Catering & Fine Restaurants
Agency
Salem
Creative Director
Marcio Salem
Art Director
Flavio Takahashi
Account Supervisor
Fabio Zucchetto

Credits & Description:

Advertiser: SODEXO
Agency: SALEM
Category: Retail Stores, Restaurants & Fast Food Outlets
Advertising campaign: GIFT WRAPPING PAPER
Graphic Producer: Fernando Veiga (Salem)
Copywriter: Marcio Salem (Salem)
Creative Director: Marcio Salem (Salem)
Revisor: Maria Do Socorro Pinto (Salem)
Marketing Manager: Madalena Nader (Sodexo)
Account Supervisor: Fabio Zucchetto (Salem)
Art Director: Flavio Takahashi (Salem)

Client Brief Or Objective
At Christmas time, companies customarily give their employees Christmas baskets, panettone, etc. The challenge was for people to receive gift solutions from Sodexo – GiftCards. Employees could take their GiftCard and choose what they wanted for themselves. All they had to do was to go to a registered outlet and select their gift. The campaign objective was to increase sales by 27%, encourage purchasing by 15% and maintain a 30% sales growth in relation to the previous year. A 3D piece was created for larger companies, simpler direct mailings, ads, emails and a hotsite for clients to place their orders.

Implementation
An illustrator was commissioned to design the “Gift Wrapping Paper” campaign theme. He developed a series of drawings depicting several situations in which people are given gifts. A great variety of different gifts was shown to reinforce the diversity of gift choices. Over 150 different situations were created, interconnected by tree branches to reinforce the spirit of Christmas and the Christmas tree. The originality of the piece gave a new image to the Sodexo brand, which was seeking a new positioning toward its clients.

Outcome
• Growth of 35% in Sodexo product sales to clients at Christmas time, in comparison with the same period in the previous year.• Increase of 25% in new clients, in comparison with the same period in the previous year.• Growth of 36% in Sodexo sales, in comparison with the same period in the previous year.• Over US$ 102 million in sales of Christmas products, up 36% from the previous year.

Brief Explanation
The creative idea was to show that the manner of giving is as important as the gift itself. This led to the campaign theme of “Gift Wrapping Paper.” After all, giving a gift card for someone to select what he wants is a different way of giving an employee a gift. The key piece of the campaign was the 3D box, which led to the development and design of the other pieces. Inside the larger box were two smaller ones, showing that the gift size is not that important, because the smallest gift may oftentimes be the best solution.