The brief: To create a piece for a Papaiz showroom aimed at the trade public that calls resellers attention to the reliability and strength of Papaiz brand padlocks. Solution: An interactive display that challenges people to break into a safe. As people follow the instructions and fold the paper taken from the display, they go through the various barriers the safe has: giant steel doors, gates, doors with codes, until they come to a little box with a Papaiz padlock. From there, no matter how much they exert themselves, they cannot go any farther because it is impossible to fold the paper more. Its impossible to get past the padlock. At that point, the brands concept makes sense: Papaiz. Your world well protected. Results: The piece was used up quickly. It exceeded sales targets by 35% and was extended to various points of sale, helping consolidate Papaiz as leader in the padlock segment in Brazil.
Advertising Agency: DPZ, S㯠Paulo, Brazil Creative Directors: Jos頚aragoza, Diego Zaragoza, Fernando Rodrigues, Rafael Urenha, Marcello Barcelos Art Director: Bruno Landi Copywriters: Alexandre Abu, Guilherme Fleury, Igor Cabllustrator: Bruno Landi Photographer: Leandro Viana Published: October 2009via adsoftheworld.com