| Title | MAGICAL CITY |
| Brand | ACE HARDWARE INDONESIA |
| Product / Service | KRISBOW |
| Category | B03. Non-Food |
| Entrant | JWT Jakarta, INDONESIA |
| Entrant Company: | JWT Jakarta, INDONESIA |
| Design/Advertising Agency: | JWT Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Ivan Hady Wibowo | JWT | Executive Creative Director |
| Selwyn Irawan | JWT | Art Director |
| Sebastian Chendra | JWT | Art Director |
| Leonard Wiguna | JWT | Associate CD / Art Director |
| Ratna Puspita | JWT | Sr. Copywriter |
| Budi Mulianto | JWT | Print Producer |
| Peddy Suryadinata | Clarissa + Peddy Photography | Photographer |
| Utomo Rahardjo | Digital 217 | Photographer |
| Taufik Myman | Canla | Digital Imaging Artist |
| Rudy Harianto | Digital Imaging Artist | |
| Poso marwan | Digital Imaging Artist |
Challenges: Consumers in Indonesia always test their light bulb before buying and it's a tedious effort: they have to take out the bulb out of its pack to test and put it back in afterwards. The key objective: To simplify testing process, as well as to represent Krisbow as the innovative, energy saver light bulb.
To increase trials and brand awareness.
We create an innovative packaging that allows consumers to test light bulb without taking it out of the pack. The new pack has a hole at the bottom part to connect to the tester. While the city buildings windows on its sides will bring out a bright magical city view that lights up the bulb-testing experience.
- Krisbow new packaging stands out more on display. - 300% more trials than before the new pack launching. - Sales increases up to 78% - Consumers actually collect the packagings in their homes.