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LUGGAGE LABELS

LUGGAGE LABELS | 亿客行 | Expedia | 奥美 | Ogilvy
下载原始文件 下载原始文件 JPG | 1237x873px
基本信息
行业: 旅游与运输
媒体:设计与品牌
时间:2013年1月
投放:英国
风格: Minimalism
说明cnen
Brief Explanation
The challenge was to avoid well-trodden holiday clichés at all costs and engage the people who believe travel is a necessity rather than a luxury.

Describe the brief from the client
Create a campaign for those people who acknowledge the value of travel. For those who believe travel is truly transformational.

Design Process
We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape.

Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted.

Real rubber stamps were used for the pay-off lines.

These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background.

Every code used is an official IATA code from a real airport.

Results
Site transactions increased by 9% and the gross booking value per customer also increased by 8%.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
排版:
设计:
客户经理:
修图:
其他职位:Business Director: Stephen Hillcoat
Brand Communications Director: Andrew Warner
奖项
纽约国际广告节 2014
二等奖 平面
Travel, Tourism, Leisure
戛纳国际创意节 2013
铜奖 设计
Advertising Typography
伦敦国际广告节 2013
银奖 设计
Use of Typography Campaign
伦敦国际广告节 2013
银奖 设计
Poster Campaign
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