1IFjBuQ

Best of DDB Mudra
Tresca | Dress up for the Moment | DDB Mudra West
Smirnoff Black | Bold & Unexpected | TracyLocke India
Tresca is the most premium fabric brand from Arvind and
denotes contemporary international style and luxury. To
create a distinct identity for Tresca in the premium suiting
and shirting range, it was positioned as the Fabric for
Special Moments of life. Everyone has important moments
in their lives. Be it the first big meeting, the first official
overseas trip or the first proposal, a person always
cherishes these moments. Tresca was presented as an
offering which completes such ‘moments’. And, since
these moments do not come every day, it was important to
dress up impeccably for the occasion. The media roll out
concentrated on print medium to bring out the attributes of
the fabric through strong visuals. All the elements
combined, brought out the importance of a moment, with a
close shot of fabric to emphasize its texture. The layout
conveyed a story supported by the proposition ‘Moments
are rare, so is the fabric.’
Vodka as a category in India is considered as cool and
stylish, but it loses out to premium IMFL and scotch which
is preferred for special occasions, on account of
sophistication and masculinity. Enter Diageo’s new offering,
Smirnoff Black – it’s Bold and Unexpected. Perfect for step
up occasions. To drive this proposition to the shoppers,
TracyLocke created unique display units using Abstract Art
as a design solution. Abstract Art by definition creates a
sense of boldness, as well as the sharp lines and edges
make it edgy. A design like this had never before been used
in this space and was something that shoppers were not
used to seeing, making it unexpected. Clutter breaking
visibility was created with innovative units which
communicated the brand personality. Both unique and
unexpected, the design idea was translated into various
design elements, while incorporating the key brand colours
of black and red.
Shine.com | Mr M at Cyber Hub |
DDB MudraMax - OOH
Shine.com wanted a disruptive outdoor innovation to follow
through on Its TVC released in December which portrayed
Mr M, a talking mouse as its brand mascot. Cyber Hub
being the most happening touchpoint in the heart of Cyber
City, one of the busiest corporate hubs with about 5 lakh
visitors daily, was found to be the best place to showcase
the mascot. Using a one-of-a-kind outdoor installation, a
giant mouse was moulded around an iron cast frame using
hard thermocol and cloth. To make Mr M look as realistic as
possible, the face, hands and tail were coated with cotton
fur. The mouse had custom made trousers, shirt, tie and a
waistcoat, everything that a giant corporate professional
mouse needed! The structure was fabricated by Purrfect,
a specialised production house. The 25-foot, well dressed
mouse on the prowl for recruiting soon became the talk of
the town with people stopping, clicking pictures and
tweeting and posting on various social media sites.
23