Title | 54 PROJECT |
Brand | THE COCAINE CO. |
Product / Service | PLAYING CARDS |
Category | A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
Entrant | JWT Gurgaon, INDIA |
Entrant Company: | JWT Gurgaon, INDIA |
Design/Advertising Agency: | JWT Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Bobby Pawar | JWT | Chief Creative Officer |
Swati Bhattacharya | JWT | National Creative Officer |
Priti Kapur | JWT | Executive Creative Director |
Kishaloy Basu | JWT | Head Of Art And Vice President |
Kunel Gaur | JWT | Creative Director |
Sayantan Choudhury | JWT | Creative Director |
Prantik Dutta | JWT | Production Head |
Nutan Sooda | JWT | Account Director |
All the participating artists | visit www.54project.thecocaine.co |
Being a start-up, budgets were obviously very limited. As traditional media would be too expensive, whatever we did would have to be something that gets liked, shared, blogged and tweeted about extensively to get popular.
Cocaine, a start-up, lifestyle company, wanted to do something that will make it famous. And they wanted to use the Indian festival of Diwali - a time traditionally associated with celebrating with friends and family.
A tradition associated with Diwali is the playing of cards. So for a month before and after the festival; friendly, low-stake gambling is legitimized and encouraged across the country. We concentrated on a much ignored, but vital part of card playing - the playing cards itself. In a market crowded with boring designs, we decided to introduce a pack of cards designed by fabulously talented, upcoming artists from across the world. 54 artists were chosen, and each was given one card to design. The result - an incredible set that works both as playing cards and a work of art.
The '54 project' playing cards are a certified hit. It is still early days, but the pre-booking was sold out within 3 days. Cocaine has also received numerous offers from retail outlets to sell the cards on ground. As Diwali approaches, the demand can only get better.