Title | CAKE-MOUFLAGE |
Brand | THE PATISSIER |
Product / Service | THE PATISSIER |
Category | B01. Foods |
Entrant | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Entrant Company: | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Design/Advertising Agency: | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Chris Chiu | Leo Burnett Group Singapore | Group Executive Creative Director |
Katherine Khor | Leo Burnett Group Singapore | Senior Art Director |
Nigel Tan | Leo Burnett Group Singapore | Project Manager |
Jae Soh | Leo Burnett Group Singapore | Associate Creative Director |
Colin Koh | Leo Burnett Group Singapore | Writer |
Eunice Wang | Leo Burnett Group Singapore | Account Director |
Goh Mei Yi | Leo Burnett Group Singapore | Project Manager |
Harpi Sim | Nemesis Pictures | Photographer/Studio Company |
Jasmine Ho | Nemesis Pictures | Producers |
Liana Oh | Nemesis Pictures | Producers |
Jae Soh / Katherine Khor | Leo Burnett Group Singapore | Typographer |
Andy Teo | Leo Burnett Group Singapore | Fa Artist |
Christina Yeo | Leo Burnett Group Singapore | Fa Artist |
Jae Soh | Leo Burnett Group Singapore | Designer |
Katherine Khor | Leo Burnett Group Singapore | Designer |
Adrel Law | Miracle Factory | Retouching Producer |
Ann | Miracle Factory | Retoucher |
We wanted to reward loyal customers of The Patissier by making their special occasions even sweeter, instead of giving just a regular discount. The problem with regular cake boxes is that they’re recognisable from a mile away, thus spoiling the surprise for everyone. So we created a series of cake boxes designed to blend into the three most common places that a person would usually put a cake.
The Patissier, a popular home-grown patisserie in Singapore, wanted to reward their customers by making their celebrations a whole lot sweeter.
We asked the client about the three most common types of customers they have and designed our cake boxes to suit their needs, making as relevant as possible to their lifestyles. Using that information, we created a series of special edition cake boxes designed to blend into common places they would usually put a cake – in the fridge, on a table and a desk (for office parties).
After just one month, our initial run of 900 boxes was completely snapped up through the word-of-mouth generated, which also led to greater brand awareness. In fact, the boxes were so well received, the client even asked for new designs next year. But most importantly, we created more happy smiles for the loyal customers and their loved ones by keeping their surprise a surprise.