|Product / Service||UNDERWATER PHOTOGRAPHY|
|Category||A03. Company Literature|
|Entrant||GREY WORLDWIDE INDIA Mumbai, INDIA|
|Entrant Company:||GREY WORLDWIDE INDIA Mumbai, INDIA|
|DM/Advertising Agency:||GREY WORLDWIDE INDIA Mumbai, INDIA|
|Amit Akali||Grey||National Creative Director|
|Malvika Mehra||Grey||National Creative Director|
|Karan Rawat||Grey||Executive Creative Director|
|Rohit Malkani||Grey||Executive Creative Director|
|Aarati Kakkad||Grey||Creative Director|
|Bhavesh Kosambia||Grey||Creative Director|
|Mandar Acharekar||Grey||Art Director/Writer|
Objective: To showcase his work. And build top of mind recall for underwater photography. Target Audience: Existing and new customers Strategy: Since the photographer was venturing into underwater photography, we decided to use water itself as the device to drive home the message.
Creative Strength and why it's appropriate for the brand Simplicity - A visting card that goes under water for an underwater photographer. Engaging - Not very often do you recieve a visting card that is as interactive as this one. Cost effective - creating awareness, showcasing the portfolio and giving out the contact details without having to spend on press ads, hoardings or catalogues.
Breif: To showcase his work. And build top of mind recall for underwater photography in the most cost effective manner. Creative solution: No ads. No posters. No catalogues. Just a visiting card that does it all. Execution: A blank visiting card, when dipped into water shows an image from the photographer's underwater portfolio along with his contact details.
Soon after the card was circulated, there was a huge buzz about Colston Julian in the industry. He was approached by major advertisers and fashion designers.