As a Creative Director on this project, I helped develop the creative platform ‘The pen more people pinch’. This particular TV execution was conceived by a young intern who spent time with us during concept development for this campaign.
Parents want to make sure their kids eat well. But more importantly, they want them to succeed and be happy and fulfilled at school. This was the first campaign for Sultana Bran that leveraged this important insight. Sales increased during each media burst. It was a finalist at the FOLIO awards.
Scotch-Brite was the market leader in sponge-scourers. Chux, a brand that was synonymous with kitchen wipes and cloths, had developed an innovative wave-shaped sponge-scourer. While interrogating the brand and experimenting with the product, we discovered that when you rub a Chux against a Scotch-Brite, the Chux wears away the surface of the Scotch-Brite. This lead us to create an integrated campaign about the functional benefit of ‘durability’ based on a compelling product demonstration. Sales increased by about 20%. The campaign was a finalist at AWARD, ATV and won Gold at the Houston International Advertising Festival.
FMCG
For |
Artline, Chux, Sultana Bran |