| Title | HAKLE TOILET HOUSES |
| Brand | HAKLE |
| Product/Service | TOILET PAPER |
| Category |
F02. Illustration |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Andreas Laeufer |
Leo Burnett |
Executive Creative Director |
| Gabriel Mattar |
Leo Burnett |
Creative Director |
| Axel Tischer |
Leo Burnett |
Creative Director |
| Mark Marcel Mueller |
Leo Burnett |
Copywriter |
| Yigit Unan |
Leo Burnett |
Art Director |
Brief Explanation
Hakle invented the first ever tissue toilet paper. Back in 1958 it heralded the launch of the “soft era” in the toilet paper market. Now a new product quality is making Hakle even softer.
The Brief
The new product quality is making Hakle even softer. Our print campaign needs to communicate this product benefit.
How the final design was conceived
In order to distinguish itself from numerous competitor products on the shelf, it has been necessary to break some design rules common in this segment. For our campaign we focused on the fact that quality makes the difference.
Indication of how successful the outcome was in the market
Our campaign highlights the product feature with striking print motives by showing the contrast between the environment and the luxury product feel.