2013 Winners & Shortlists

The Brief

Mukhi Sisters is a brand of hip, young jewelry, designed with attitude. Being a relatively new brand with not a lot to spend on communication, Mukhi Sisters wanted to find simple, yet effective communication that would announce the launch of their 2013 collection and represent their brand in a sophisticated and trendy way to both their current clientele and potential clientele.

Creative Execution

Becoming just as much of an accessory as any other, our phones are always at our ear, with the one disadvantage of hiding our prized jewelry. We decided to give our customers a way to show off both of their treasured accessories by creating a phone cover that would never hide their jewelry. With our new human billboards walking around town we made sure that both their jewelry and the Mukhi Sisters brand were always on show.

Describe the creative solution to the brief/objective.

We needed to come up with a solution that would have high impact on a specific target. We didn’t want to get lost in the crowd online and we didn’t have the budget for traditional media. By using the phone cover as our media our current clientele became human billboards for the brand. Their use of their phones around their community would expose the brand to our exact target audience. With the optical illusion technique of the ear wearing the Mukhi Sisters’ designs we created a simple, yet intelligent way of portraying the brand’s unique sense of humor and personality.

Results

We immediately felt a response after sending the phone covers out to a number of Mukhi Sisters’ best clients. It became a hit on Instagram and other social media outlets, as our recipients and their friends took pictures of themselves with the phone covers. The Mukhi Sisters store was inundated with requests to purchase the phone covers. The increased traffic to the store for the covers lead to a welcomed increase in sales. The overall outcome of the cover further expanded the Mukhi Sisters’ appeal with its target audience, showing the playfulness and humor they wanted to portray.