ART OF ABSORPTION

TitleART OF ABSORPTION
ClientMAYFLOWER
Product / ServiceTOILET PAPER
CategoryA02. Posters
EntrantPUBLICIS SHANGHAI, CHINA
Entrant Company PUBLICIS SHANGHAI, CHINA
Advertising Agency PUBLICIS SHANGHAI, CHINA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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