Title | ART OF ABSORPTION |
Brand | MAYFLOWER |
Product / Service | TOILET PAPER |
Category | A09. Environmental Design |
Entrant | PUBLICIS SHANGHAI, CHINA |
Entrant Company | PUBLICIS SHANGHAI, CHINA |
Advertising Agency | PUBLICIS SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Mavis Wang | Publicis Sh | Account Manager |
Maggie Chen | Publicis Sh | Account Manager |
Lauren Liu | Publicis Sh | Account Manager |
Chen Long | Publicis Sh | Producer |
Terri Yuan | Publicis Sh | Producer |
Blue Moon | Photographer | |
Jincheng Li | Publicis Sh | Designer |
Angela Ann Antonio | Publicis Sh | Art Director |
Kevin Yuan | Publicis Sh | Copywriter |
Akae Wang | Publicis Sh | Executive Creative Director/Copywriter/Illustrator |
Sheena Jeng | Publicis Sh | Chief Creative Officer |
Toilet paper is a very low-engagement product and believability of the product’s attributes are often overlooked. That is why we wanted to do a powerful product demonstration and let the product speaks for itself.
Mayflower, a local tissue brand in China has a new product that is stronger than most 3 ply toilet paper. They wanted to communicate its product’s powerful absorption. But being a late entry brand, they wanted to do something engaging that will stand out from the other well-known brands.
We asked local Chinese painters to interpret subjects about “wetness” and perform it on Mayflower toilet paper. By using ink&wash painting, heavy brushstrokes and massive use of ink and water tested the endurance of the product. Unique and creative designs were created with toilet paper as canvas.
Aside from the visitors and passers-by of the exhibit at malls such as “SuperBrand Mall” and Guangzhou & Beijing metro stations, this also earned attention from press, Tv and web coverages, with 12% market share and 92% brand awareness.