2014 Winners & Shortlists

THE BOOK OF JOY

Short List
BrandAGTHIA
Product/ServiceYOPLAIT YOGHURT
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryPublications
Entrant Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Advertising Agency THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES

Brief Explanation

The objective for producing a planner was to ensure trade partners had top-of-mind recall for Yoplait Yoghurt as the brand of choice. And with the premium version this year, appreciation levels were also expected to be on the rise. The biggest challenge however, was to meet all these requirements and at the same time produce an end product that would be totally unexpected yet highly desired. From the barrage of questions, doubts and challenges came an opportunity.

The Brief

It has been tradition for Agthia Group’s Yoplait Yoghurt, to distribute planners to its trade partners at the beginning of the year. This year however, budgets permitted a slight upgrade and the agency was briefed to produce a premium planner. The intent was to increase the possibility of the planner being used and not discarded or forgotten. Besides the overhaul in look, the planner would still need to include some background information of Yoplait Yoghurt and reflect the brand’s essence of being fun and light-hearted in an engaging way.

How the final design was conceived

The solution came in the way we looked at the planner. It was simply a few pages, with dates and some pretty pictures, bound together. But from a fresh angle, it could be anything we wanted it to be. As the essence Yoplait Yoghurt revolved around the fun and light-hearted cues, ‘eureka’ was achieved by simply reconstituting a regular planner to become Yoplait Yoghurt’s Book of Joy, to be exact. As a result, the planner became a special book with original, light-hearted quotes fused together with painstaking hand-designed fun graphics that would inspire all year long.

Indication of how successful the outcome was in the market

The Book of Joy exceeded expectations. And this was evident as soon as distribution commenced. Trade partners, the original recipients were themselves requesting for additional copies for circulation amongst their business circles. From an initial production quantity of 300 books, the volume doubled and so it was possible to also extend the sharing of the Book of Joy even further. The reprinted sets were distributed to several key government organisations such as the Abu Dhabi Food Control Authority, Dubai Municipality, Sharjah Municipality and to chefs of prominent establishments throughout the country.

Credits

Name Company Role
Satyen Adhikari The Classic Partnership Creative Director
Leslie Paul The Classic Partnership Senior Copywriter
Gopakumar Raveendran The Classic Partnership Senior Art Director
Akhil Sutar The Classic Partnership Art Director
Vitthal Deshmukh The Classic Partnership Head Of Production
Alok Gadkar The Classic Partnership General Manager
Rejitom Thomas The Classic Partnership Graphic Designer
Muhammed Abdul The Classic Partnership Graphic Designer
Kristine Ocampo The Classic Partnership Senior Production Executive