Everlast: BOXING HEART

Credits & Description:

Category: Posters
Advertiser: PAN WORLD BRANDS LIMITED
Product/Service: EVERLAST BOXING EQUIPMENT
Agency: EURO RSCG DÜSSELDORF
Date of First Appearance: Jan 24 2011
Entrant Company: EURO RSCG DÜSSELDORF, GERMANY
Chief Creative Officer Germany: Felix Glauner (Euro RSCG Duesseldorf)
Creative Director: Martin Venn (Euro RSCG Duesseldorf)
Copywriter: Andre Bastian (Euro RSCG Duesseldorf)
Art Director: Alexandros Antoniadis (Euro RSCG Duesseldorf)
Photographer: Jochen Kirchhof (Euro RSCG Duesseldorf)
Photographer: Alexandros Antoniadis (Euro RSCG Duesseldorf)
Account Manager: Daniel Grube (Euro RSCG Duesseldorf)
Agency Producer: Detlef Stuhldreier (Euro RSCG Duesseldorf)
Media placement: Poster - Fans, Boxing Gyms And Sport Equipment Stores Across Europe. - January 24th 2011

Describe the brief from the client
Everlast has been the leading supplier of professional boxing gear for more than 100 years. The agency was briefed to develop a poster that expresses these 100 years of passion for boxing. The solution had to be internationally adaptable without effort.

Describe the challenges and key objectives
Be simple, be cost-effective, be international, be memorable.

Describe how you arrived at the final design
Two boxing gloves are forming the shape of a heart. The intentionally rough, expressive and bloody design aims at attracting the target audience.

Give some indication of how successful the outcome was in the market
Everlast is back on track. Boxing fans and boxing gyms all around Europe ordered their Everlast poster. Third edition is currently in production. Since the poster could be ordered over the website, the target audience was reached in a smart and cost effective way.