Marlboro Adventure Team
Direct Marketing VIP invite (2006)
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Concept Note:
I was given a free reign that time when this project started. I was working for Arc Worldwide(a Below-The-Line arm of Leo Burnett Manila) back then, it was called Direct Marketing Design(a subset of CRM) was the "IN" thing at that time. The only design direction from my CD that time - Mr. Raymond Legazpi was, "Make it evoke adventure and discovery".
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My Design Solution:
My initial thought was that I was always bringing my handy-dandy swiss knife with me on all my adventures, trekking outdoors. What if I could use that swiss knife swivel concept as an idea starter for this project. I presented the sketches to my CD Raymond Legazpi. He liked the idea of using the swiss knife swivel mechanics. So I moved forward by literally crafting paper/cardboard mockups to illustrate the concept from paper. Back then, It's was a rather bold, ambitious and unheard of, way to design a swiss knife direct mail Invite package. Not many third party suppliers would be able to grasp such complexities, hence the physical mockup.
So I started crafting the physical mockup since I was already crafting other packaging and direct marketing materials beforehand, it was a no brainer for me to create a working swiss knife concept into a physical mockup. I sketched the plans for my initial mockups. It took me a while to come up with the mechanicals for the mockup but eventually I settled in for screws(as recommended by Robert Perez) to hold everything in place and a little swivel stopper. At that time, no other supplier could handle the task of helping me make my design mockup come true, so we searched for worthy and capable third party supplier to help us mass produce this design. We settled with the late Jarlan Vidor Pincaro as the supplier and the design you see below is the proof of concept / finished product.
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TVC Associated with the Marlboro Adventure Marketing Campaign
