Title | CIVILIZATION-EGYPT |
Brand | MAXAM |
Product / Service | TOILETRIES |
Category | A07. Point of Sale |
Entrant | JWT SHANGHAI, CHINA |
Entrant Company: | JWT SHANGHAI, CHINA |
Design/Advertising Agency: | JWT SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Yang Yeo/Elvis Chau | JWT Shanghai | Executive Creative Director |
Hattie Cheng | JWT Shanghai | Creative Director |
Danny Li/Haoxi Lv | JWT Shanghai | Art Director |
Chanfron Zhao | JWT Shanghai | Copywriter |
Liza Law/Joseph Yu/Isaac Xu/Chivel Miao | JWT Shanghai | Print Production |
Carol Ma | JWT Shanghai | Client Service |
Surachai Puthikulangkura (Illusion)/Kingkong (Product) | Photographer | |
Surachai Puthikulangkura/Supachai U-Rairat | Illusion | Illustrator |
Illusion Co./Ltd. | Production House | |
Somsak Pairew/Anotai Panmongkol | Illusion | Production House Producer |
The biggest challenge is to find a sharp and clear expression of the product's powerful effect on tooth among the saturated market information.
To provide communication, for a new variant, the " power germ- fighting" formula, of Maxam. It's advanced cleaning ingredient help maintain a long lasting healthy tooth.
Every angle of the expression and design are tried and tested. Eventually arrived at this unique concept that not only tells the functionality of the product yet it gives another layer of cultural interest to it.
The campaign brings immediate attention to the product and the first launch of trial product was sold out within 1 week.