Cannes Lions

TRAVEL BATTERY

PUBLICIS COMMUNICATIONS, Gurgaon / HEWLET-PACKARD / 2010

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Overview

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Credits

Overview

Description

The product allows users to extend the battery life of their HP notebook. Thereby making it the perfect business accessory for professionals who are always on the go and can't afford to stop to recharge their notebook.

Execution

We chose illustration because we felt it was funnier and also to distinguish it from the 'clean' and minimalistic advertising that dominates the segment.We chose professions which require you to run around all day. And then dramatise (funnily) the consequences of stopping.Once the professions were chosen, it was a simple matter of choosing the most dramatic (and funny) elements associated with it and using them as part of the design.

Outcome

In the cluttered IT accessories market, the advertising stood out and caused consumers to take notice. There was a significant increase in consumer inquiries for our product, even among consumers who were not looking to buy 1.

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