Cannes Lions
DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv / SC JOHNSON / 2009
Overview
Entries
Credits
Description
To reinforce Pledge’s premium positioning during the spring cleaning period.
Execution
We created a unique pop-up paper tree, made of five layers.
As a way of surprising and delighting the audience, the tree springs to life from the paper when the double-page is opened.
Outcome
The creative use of print exceeded expectations and helped strengthen brand perceptions.
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