2014 Winners & Shortlists

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.

Creative Execution

Yoghurts are generally positioned as products with health benefits. Fortunately, Yoplait Yoghurt is quite different. Being a brand built on the platform of “JOY”, it offers the avenue to be light-hearted and witty just like how Yoplait Yoghurt is a light and uplifting product. The Book of Joy is derived from this singular platform. All its contents, be it words or design, have been purpose crafted to reflect, “JOY”. From how the book is packaged to the contents inside, they all have one crucial effect – put a smile on one’s face.

Describe the creative solution to the brief/objective.

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. As a result, the planner became a special book that featured 52 custom-crafted quotes with 12 months’ of fun targets and enabled “JOY” for everyone who possessed it, for the entire year!

Results

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.