A RECIPE FOR ART

TitleA RECIPE FOR ART
ClientMAYFLOWER
Product / ServiceKITCHEN PAPER
CategoryA02. Posters
EntrantPUBLICIS SHANGHAI, CHINA
Entrant Company PUBLICIS SHANGHAI, CHINA
Advertising Agency PUBLICIS SHANGHAI, CHINA

Brief Explanation

This is a low involvement product -there is very little loyalty with a specific brand. Value is a strong deciding factor for the target.

The Brief

Mayflower, a local tissue brand in China, wanted to communicate its kitchen paper line’s strength and good absorption. But being a very cluttered market in China, they wanted to do something bold and engaging.

How the final design was conceived

We used liquid ingredients as medium on actual Mayflower kitchen paper -turning kitchen drips, spills and splats into 8x8” unique pieces of art. An artist’s workshop was conducted to learn about the different pigment saturations and textures of their chosen ingredients -from the thinner coffee, tea and wine, to the thicker jams, pastes, syrups, egg yolk and frosting. The ingredients used dictated the subject of each piece.

Indication of how successful the outcome was in the market

The campaign was extremely well received and created greater awareness for the brand. It also got heavy circulation on popular social networking sites like Weibo and even encouraged other restaurant chains to request for similar efforts from the brand.

Credits

Name Company Position
David Zhu Publicis Sh Art Buyer
Xu Haiyong Publicis Sh Art Buyer
Rainee Hou Publicis Sh Illustrator
Mavis Wang Publicis Sh Account Manager
Maggie Chen Publicis Sh Advertiser's Supervisor
Lauren Liu Publicis Sh Account Supervisor/Planner
Yu Canglong The Lighthouse Studio Photographer
Jacky Chen Publicis Sh Producer
Terri Yuan Publicis Sh Producer
Catherine Kho Publicis Sh Art Director/Copywriter/Illustrator
Akae Wang Publicis Sh Executive Creative Director/Copywriter/Illustrator
Sheena Jeng Publicis Sh Chief Creative Officer