LIGHTEN UP

Bronze Spike

Case Film

Presentation Board

TitleLIGHTEN UP
BrandLEUCH'TECH
Product / ServiceELECTRONICS PRODUCT
CategoryD03. Non-Food
EntrantJWT JAKARTA, INDONESIA
Entrant Company JWT JAKARTA, INDONESIA
Advertising Agency JWT JAKARTA, INDONESIA

Credits

Name Company Position
Ivan Hadywibowo JWT Jakarta Executive Creative Director
Marsha Savira JWT Jakarta Copywriter
Erwin Santoso JWT Jakarta Art Director
Shinta Prasethyo JWT Jakarta Art Director
Selwyn Irawan JWT Jakarta Art Director
Nina Rakhmatika JWT Jakarta Executive Producer
Budi Mulianto JWT Jakarta Print Producer
Sherly Basri JWT Jakarta Account Director
Utomo Rahardjo Digital Active Photographer
Andrew Lie Digital Active Photographer
Shelly Lie Digital Active Production Producer
Digital Active Retoucher

Brief Explanation

We developed a series of packaging design that does not require the light bulb to be taken out for testing.

The Brief

Testing light bulbs before buying them is a common practice in Indonesia. A habit that is time consuming and causes hassle for the consumers as they need to take out the light bulb from its packaging to make sure it works.

How the final design was conceived

We printed hidden graphics using black ink on a film roll, which is then layered inside the die-cut packaging. This unconventional printing technique, combined with the brightness of the light bulb, enables the graphic to turn into an x-ray vision revealing hidden cheeky stories, giving the customers a fun experience every time they turn on the lights.

Indication of how successful the outcome was in the market

With a simple adjustment towards the packaging, an unknown brand such as Leuch'Tech managed to enter a diverse market and gained 2.7% market share against the leading brands in Indonesia within three month.