2010 Winners & Shortlists

The Campaign

The client brief was to bring alive the Puck brand promise “the mild taste of pure nature” in a refreshingly different way. Our creative idea was to visually dramatize the freshness contained in different kinds of Puck product packs. We executed this idea as an integrated campaign.

Success of the Campaign

This brand campaign is still running, and once it ends, a brand recall study will be done to measure the results of the communication.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

PRINT: Ads showed the opening mechanisms of different packs of Puck, like the tab of a can, or the tear-off strip of a pack or the cutting marks of a Tetrapak, revealing the freshness of pure nature. OUT-OF-HOME: Small transparent billboards were placed in public parks so viewers saw the existing landscapes, along with Puck branding. SIGNAGE: in the park invited visitors to the Puck-branded area. AMBIENT – RESTAURANT WINDOWS: The idea was adapted to the windows of restaurants in the parks, which had views of beautiful landscapes. AMBIENT – RESTAURANT VASES: Vases with grass and flowers growing inside were placed in restaurants; attached to each vase was a transparent sticker with the opening mechanism of a product pack. AMBIENT – CABLE CARS: A similar execution was done on cable car windows – showcasing the passing greenery, engraved with the opening mechanism of a product pack.