The brief from the client was to raise awareness among students of the performance-enhancing effect of Abtei Ginkgo Plus.

In order to reach students, we decided there was no better solution than to take our message to where they are—in gathering places at universities. We took the idea of the ’Red Thread’ and made it come to life in this fun guide which touches on the most important points to consider when giving a presentation.

The copy and images play with, and off, one another and a single red thread stitches its way through the entire guide. The paper—Tyvek—is very much like fabric itself and is held together with a special Japanese binding.

The client was able to expand its sales among a much under-represented target group. Overall, the promotion increased brand awareness by 27% in the key target group. There was also a local increase in first-time purchases by 14% during the promotion.