Danette Campaigns
Fall Campaign and Blueberry Flavor Launch
Project Date: September 2017
Client: Danette Iran
Agency: Daarvag International
Creative Director: Babak Madandar
Art Direction & Design: Sogol Majidi
Illustration: Mehdi Moayedpour
Copywriting: Payam Behtash
Discipline: Advertising
Danette Autumn Campaign
The first month of autumn (Mehr) in Persian means love and affection. Based on this, for Danette’s autumn campaign the focus was placed on the campaign’s call to action, which said: “ Autumn always begins with Mehr(love)”, love and affection became the core of the campaign’s visual communication and my goal was to create an autumnal and romantic atmosphere by showcasing this Mehr.
As a result, the illustrations were developed and progresses based on this concept.
In another version, I also tried to convey this pleasant autumn feeling through the movement of Danette’s packaging riding on autumn leaves.
Danette Blueberry Launch Campaign
In the key visual section of the campaign for launching the new blueberry product, the emphasis was places on the novelty and uniqueness of this flavor. We moved forward with the call to action ”A flavor you should discover!” and presented an island that symbolized the blueberry itself and Danette blueberry, evoking a sense of exploration in the audience.
The key visual and activation designed for it followed the same direction, with the feeling of discovery and intuition forming the foundation of the work.
Activation
