SO FRESH, THAT IS STILL WILD.
| Title | SO FRESH, THAT IS STILL WILD. |
| Brand | OCEAN TRADING COMPANY - P |
| Product/Service | SEAFOOD |
| Category |
E01. Food |
|
Entrant
|
JEKYLL AND HYDE Saint-Petersburg, RUSSIA
|
|
Idea Creation
|
JEKYLL AND HYDE Saint-Petersburg, RUSSIA
|
Credits
| Mikhail Rakov |
Jekyll&Hyde |
creative director |
| Aleksei Pushkarev |
Jekyll&Hyde |
Art-director |
| Gleb Sergeev |
Jekyll&Hyde |
Art-director |
| Egor Preobrazhensky |
Jekyll&Hyde |
Art-director |
| Nikolai Nedashkovsky |
Jekyll&Hyde |
Designer |
| Vitaliy Kolomeets |
Jekyll&Hyde |
Illustrator |
| Alexandr Boiko |
Jekyll&Hyde |
3D visualization |
The Campaign
In order to demonstrate the freshness of the product we decided to show that the consumer buys almost live fish. That is why the photorealistic illustrations of swimming fish appeared on the packaging. As we are observing them sitting on the quay or on the deck of the boat. Not from the side as in the aquarium, but from above as the fishermen see them.
Creative Execution
The logotype should be described separately. If we say the word “ocean”, our imagination immediately draws us the giant, boundless element. Endless, unpredictable, majestic. That’s why we decided, that the logotype will take the most part of the packaging and of all the composition. Besides, it is a part of spatial perspective and gives to the illusion the bigger “reality”.
Indication of how successful the outcome was in the market
After announcing the new packaging The product was ordered by every russian supermarkets (even those who had not wanted to cooperate with Ocean before) before production the product in new packaging.
The audience of the product is people (male and female) from 27 to 35 years old who live in a big cities. Most of them have a medium income.