HOW TO

TitleHOW TO
BrandWHITE COLLAR HIPPIES
Product / ServiceTRAVEL COMPANY
CategoryA02. Posters
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company:BBDO INDIA Mumbai, INDIA
Design/Advertising Agency:BBDO INDIA Mumbai, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chief Creative Officer
Rajdeepak Das BBDO India Executive Creative Director
Sandeep Sawant/Josy Paul/Rajdeepak Das BBDO India Creative Director
Yohan Daver/Josy Paul/Rajdeepak Das/Sandeep Sawant BBDO India Copywriter
Sandeep Sawant/Rajdeepak Das/Yohan Daver/Josy Paul BBDO India Art Director
Keegan D'mello BBDO India Account Manager
Hitesh Shah BBDO India Other Credits

Brief Explanation

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.

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.

How the final design was conceived

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!

Indication of how successful the outcome was in the market

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 companies are already partnering them. They have recently been called by a leading travel firm in the United Kingdom to set up in London.