| Brand | DEPECHEMODE |
| Product/Service | 6:05 |
| Entrant | JWT Beirut, LEBANON |
| Category | Company Literature |
| Entrant Company: | JWT Beirut, LEBANON |
| DM/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
6:05® at depechemode was a creative business solution that we developed as an alternative to an ad campaign to help our client DEPECHMODE- a high-end fashion boutique - that was losing touch with its loyal clientele, even though it was successfully expanding.
We needed to create the stationary design for 6:05®, an experiential space that offers an ever-changing line of products in an array of shapes and sizes.
The stationary was also to be used by the client for business purposes as a first introduction to 6:05® during correspondence with international brands.
Creative Execution
Experimenting with textures, printing techniques and surreal-like messages, inspired by highly emotional states of being during that very ‘happy’ hour that is 6:05… the different corporate mediums – envelopes, store cards, letterheads, bags, or CD packs – were designed to engage with audiences.
Whether it’s a feeling or emotion that lasts an hour, minute, second, moment or even a split-second, the corporate literature constantly hints to the experience at 6:05®.
Describe the creative solution to the brief/objective.
With an ever-changing line of products, 6:05® is dedicated to fashion, music and art, and comes to life every day at 6:05 sharp. Fueled by constant activation, it becomes a meeting point for ‘Happy Hours of another kind’ that offer clientele at 6:05® renewed and heightened experiences in this experiential space.
A concept focused on experience and engagement, we needed to also engage with audiences that come across 6:05® material, without physically being at 6:05®, to offer them heightened experiences as well.
Results
6:05®’s Corporate Literature became yet another communication tool, always surprising the audience, transporting them into another mind-set, constantly hinting to the space’s heightened experiences. People even ‘adopted’ and shared 6:05®’s messages online with each other.
On the Business perspective: As a first introduction to 6:05® during meetings at high-profile fashion and design exhibitions in Europe, the stationary and literature successfully transformed 6:05® into a ‘hit’ concept that international brands wanted to be associated with. Our client managed to substantially expand their portfolio of brands.