LAUNCH OF WHITE COLLAR HIPPIES

TitleLAUNCH OF WHITE COLLAR HIPPIES
ClientWHITE COLLAR HIPPIES
Product / ServiceLAUNCH CAMPAIGN
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company:BBDO INDIA Mumbai, INDIA
Sales Promotion/Advertising Agency:BBDO INDIA Mumbai, INDIA

The Brief

White Collar Hippies (WCH) is a new entrant in the hyper competitive world of travel companies in India. The communication task was to launch and build awareness for the brand in a bold and fresh way. The objective was to distinguish WCH from the giant names in the business and create a space and brand language that will appeal to India's urban youth.

Describe how the promotion developed from concept to implementation

WCH set out to create a travel campaign that didn't look like a travel campaign. They decided to remind the audience about how fragile the world is. Why the world has very little time left. The design had to be alarmist in nature, yet stylish in appeal. Disturbing but attractive!

Describe the success of the promotion with both client and consumer including some quantifiable results

Within just a week of the launch, White Collar Hippies was inundated with calls from people who wanted to associate with them. Travel and adventure groups are already partnering them. They have recently been called by a leading travel firm in the United Kingdom to set up in London.

Explain why the method of promotion was most relevant to the product or service

Indians constantly postpone their travel plans. 'One day we'll go to Peru' or 'We are going to Nepal, but next year'. The challenge was to get the audience to live in the present and take action now.

Credits

Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Rajdeepak Das BBDO India Executive Creative Director
Sandeep Sawant BBDO India Creative Director
Josy Paul BBDO India Creative Director
Rajdeepak Das BBDO India Creative Director
Yohan Daver BBDO India Copywriter
Josy Paul BBDO India Copywriter
Rajdeepak Das BBDO India Copywriter
Sandeep Sawant BBDO India Art Director
Manasi Sankhe BBDO India Art Director
Rajdeepak Das BBDO India Art Director
Luv Chaturvedi BBDO India Client Servicing
Avadhut Hembade Photographer
Hitesh Shah BBDO India Retouch Artist
Sandeep Sawant BBDO India Retouch Artist
Vinayak Kurade Retouch Artist
Sameet Koyande BBDO India Retouch Artist
Shankar Yelugu BBDO India Retouch Artist
Sachin Parikh White Collar Hippies Client
Vikrant Chheda White Collar Hippies Client