The Dutch Simavi Foundation, an organization dedicated to promoting safe drinking water, sanitation and hygiene in the poorest regions of developing countries, launched its own line of body soaps to help fund their programs. There’s no need to appeal to public’s sense of duty to get people to buy Mama Sopa soaps and bath gels, however. The playful yet sophisticated packaging of Mama Sopa rises to the level of any high-end branded product on retail shelves. Consumers will want to buy the product simply because they like it, not just because they see this as a way to make a charitable donation. Ina Meijer and Marjolijn Stappers of Con-fetti design agency created the playful hand-drawn identity of a woman with curly tall hair and big eyes. A muted color palette of apricot, taupe and seafoam blue gives the packaging a spa-like style that projects a clean, warm and relaxed look. Mama Sopa undoubtedly makes buyers feel good – doubly so knowing that they are helping to give poor regions sustainable access to safe drinking water, a problem that afflicts more than a billion people today.
When the product is as commonplace as facial tissue, there’s no need for advertising to explain its benefits and uses. Civilized people know. So, Japanese ad agency, Dentsu, found a more compelling way to promote the Nepia paper brand by making origami animals out of Nepia tissue. The video performance feels like a magic act, with sheets of tissue transformed before your eyes into elephants, snakes and frogs and back into tissue. The white tissue and austere background help to suggest the clean, soft and feathery lightness of the product. This stop-motion animation was directed by Fuyu Arai with creative direction by Hitoshi Sato.
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The new Philips Sonicare commercial presents the history of mankind as told through a manual toothbrush. The spot poses the question: With so much advanced technology available, why do most people still clean their teeth using the same “stick with bristles” method devised more than 5,000 year ago? Then to make sure viewers understand just how long that is, ad agency Ogilvy & Mather and director Jonathan Notaro of Brand New School show an actor in appropriate attire and backdrop brushing his teeth for 5,000 years, transitioning from caveman to modern-day city dweller. Shot on location in Budapest, including at a Victorian train station and on studio lots, the film is elaborately propped, with toothbrush man zooming effortlessly along, shedding costumes and environments as he goes.This was made possible by tying him to a dolly and dragging it through the various period-specific sets, while the wardrobe was changed using green-screen animation on mannequins.
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There’s nothing superfluous in the branding and packaging of Good Food, the frozen food line made in Monterrey, Mexico. Designed by Face in Mexico, the graphics are minimal and clean. Sans-serif logotype. Silhouettes to show whether it contains beef, chicken or pork. A few descriptive words – “tasty,” “spicy,” “quick.” Simple and bold, the packaging graphics don’t over-promise, but just give shoppers the impression that what they’ll get is good, honest, undisguised flavors.
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Alfaro is a tiny town in the renowned wine-producing La Rioja province in northern Spain. The region has been making wine since the days of the Phoenicians, with the earliest record of grape-growing dating to 873. This year to celebrate La Fiesta Barroca, Palacios Remondo created two commemorative wine collections that pay tribute to Alfaro, home to its winery. Palacios Remondo commissioned Estudio Dorian to design the packaging around a Baroque theme. The collection includes six labels for each wine, with the extravagantly Baroque ornamentation contained in the simple letterforms. The result is an understated elegance, clean and contemporary yet suggestive of a rich heritage.