2015 Winners & Shortlists

Brief Explanation

Agency CD covers are generally thrown after use. We saw an opportunity here by redefining them in sparking a fresh conversation with our suppliers: by combining our knowledge of copywriting, design and concept on these covers to connect with our suppliers in an intriguing way. Especially when we are our own clients. Where we could spread greater word-of-mouth with our suppliers about our agency strengths and reinforce their confidence in us?

The Brief

We at GMASCO had to design our own in-house CD covers for all of our clients, suppliers and media houses while reinforcing our relationship with our existing suppliers and potential clients in a positive and vibrant way. Given our enviable portfolio of global brands: IKEA, Toyota, Marks & Spencer, Panasonic and Toys R Us, each brand has an untapped mine of stories waiting to be told. Who best than an ad agency to demonstrate this?

How the final design was conceived

Agency CD covers are generally thrown after use. We saw an opportunity here by redefining them in sparking a fresh conversation with our suppliers: by combining our knowledge of copywriting, design and concept on these covers to connect with our suppliers in an intriguing way. Especially when we are our own clients. Where we could spread greater word-of-mouth with our suppliers about our agency strengths and reinforce their confidence in us?

Indication of how successful the outcome was in the market

The results have yet to come, but the good news is our suppliers found this intriguing enough to call back (especially the ones who couldn’t crack our riddle :0). It’s still being given away as we speak.

Our main objective was to design our annual in-house CD covers for our suppliers (media houses, publications. We used the opportunity to redefine these CD covers to announce our agency credentials. Our key strength has been our enviable portfolio of global brands. Each brand has an untapped mine of stories and trivia waiting to be told. We designed our CD covers by crafting riddle styled headlines/trivia with inspiring ‘doodle' design, typical of agency folk brainstorming. The key driver was instilling a sense of pride among our suppliers by telling them that they are a part of each brand story!