Mondrian Campaign
Campaign Concept & Creative Idea: Jafar Kazerooni
The Mondrian Class Residence was projected to address peoples' concerns of safety, comfort and pleasure, providing an improved quality of life for families, the target demographic of the project.
Merging the concept of providing suitable spaces for families with Mondrian's work, an artist who was known for using metric as art, we came up with "Every moment of your life fits here" as the campaign headline.
The campaign was well seen and had a excellent acceptance. Many people were surprised and praised the campaign's innovation and creativity. Its launch generated spontaneous media and had a extremely positive response from the target audience. The number of calls and website visits exceeded the expectations.
The cube-shaped brochures remitted to Mondrian's work and also to the campaign title, emphasizing the fitting aspect of it.
We developed a exclusive hotsite containing information and details, which helped in approaching potential customers. The website had an interactive cube, which had the menu options in different sides of it, making the visitor spin it to choose the desired page.
We reproduced Mondrian's work on the construction site's fencing and inserted information about the artist and the project on boards specially designed to be seen by the people passing by.
The billboards followed the brochures's design and were placed at strategic points of the city.
We conducted a guerrilla campaign using large cubes with information of the project and inviting people to discover the project through the website. The cube brochures were delivered with a pleasant surprise to be found once opened (a key-shaped chocolate with 'my Mondrian' written on top of it).
