2 C l o s A d B r o t h e r s l a b o r a t o r y Who we are Clos Brothers is a full service advertising agency established in Today, with a team of more than 30 people, we provide services in nearly all areas of ATL and BTL communication. Our projects are backed by strategy experts, detailed market analyses, our clients wellpositioned and powerful brands, effective sales strategies and a variety of other factors. Project execution is closely monitored by the production department. The Clos Brothers Interactive division develops website and multimedia campaigns with the use of state-of-the-art technology. What we do creative development and execution of ATL campaigns (TV, radio, press, outdoor) creative development and production of BTL materials (catalogues, mailings, POS, etc.) creative development and support for websites and Internet campaigns development of ambient campaigns organisation of events. Who we work for Allianz Allianz Direct Bodymax Eli Lilly Elixine Toyota Motor Poland Vibovit Iwostin Schweppes Jems Architekci Silver Screen Lexus TCL Olbas Top Secret Pioneer Pekao Emolium Propodia We also contribute to social campaigns such as: Kocham. Nie biję (I love. I don't beat 2nd campaign) SZAFA School Film Academy. closbrothers ad laboratory Our accomplishments The list of our regular clients includes: Allianz Direct comprehensive support, Internet, press, outdoor and radio campaigns. Toyota Motor Poland TV, radio, press and outdoor campaigns POS, product catalogues and leaflets developing names, logotypes and graphic identification for limited car series and Toyota brand services development and support for websites dedicated to Toyota products and services, Internet campaigns. Iwostin a brand of dermatological cosmetics manufactured by Nepentes. We have created the visual identification campaign, packaging design and conducted all marketing activities for the brand. What we can do Every brand and every market are unique. This is why a specific approach to marketing communication has to rely on an in-depth knowledge of the brand, the target group and the competitors strategies. We assist our clients in answering the following questions: what does their brand represent, who are the members of their target group, what is their USP, what advantages do they deliver over the competition, what are their greatest strengths? Yet the key to success is an attractive message which when used at the right place and the right time will convince the consumer to reach for a given brand. On today s highly competitive market, the choice of the most appropriate communication activities is the key to boost sales and development. You need a reliable and a professional partner who will support you in this process. ku sobie Pewnego dnia mama wysłała Czerwonego Kapturka do chorej Babuni, aby zaniósł jej jedzenie i piciu. Wnet na trasie wyskakuje Wilk i przebiegle uzyskuje cenne dane osobowe. Tra, la, la, fiu, fiu, fiu. masz blizny na ciele Już po chwili Wilk stoi pod oknem Babci, perfekcyjnie zmienia wokalizę i wkracza do środka. do Babci na Plac Zbawiciela 4. od gorących pocałunków He, he, hi. szramy pieszczot otwarte rany przytuleń odleżyny uniesień To ja, Czerwony Kapturek, Babulu! czule się rozkładasz Czerwony Kapturek chce powitać Babcię, jednak instynktownie czuły uścisk zamienia na serię podchwytliwych pytań. Sytuacja gastronomiczna trwa kilka sekund. pod naporem objęć murszejesz doszczętnie do żywego Co, proszę? z moim skalpem w dłoni zdjętym przypadkiem w agonii Chwilę później przybywa Czerwony Kapturek i sam otwiera drzwi, gdyż posiada dorobiony komplet kluczy. Dlaczego Babciu masz taki duży pysk? Zły Wilk nie polemizuje długo. Mało czujna ofiara ląduje w jego brzuchu. Podwójny obiad relaksuje Wilka, który zadowolony zasypia głębokim snem. Gajowy dynamicznym cięciem otwiera jamę brzuszną Wilka i uwalnia dziewczęta. Elo tu jesteśmy!!! A to lis z tego Wilka! Donośne chrapanie Wilka intryguje spacerującego Gajowego. Jest on wytrawnym pracownikiem leśnym i szybko domyśla się, co się stało. Hura! Hura! Gajowy zabiera Wilka do aresztu. Wzruszona Babcia i Czerwony Kapturek wesołym pląsem oraz okrzykami oznajmiają szczęśliwe zakończenie historii. Niech żyje Gajowy!
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4 A l l i a n z D i r e c t T h e C h e e t a h C a s e In 2008, we developed a new, cohesive communication message for Allianz Direct motor vehicle liability insurance. Target group The campaign was addressed to young drivers, frequent Internet users, looking for cheap motor insurance. Campaign goals The aim of the campaign was to develop a unique visual and message concept which can be further developed in the future. The proposed concept starred a main character/symbol who reinforced brand awareness among the consumers. The campaign was scheduled for a long run in the media, and it had to be automatically associated with Allianz Direct insurance by the prospective customers. Key message Allianz Direct. Cheap motor liability insurance. Campaign performance The Cheetah character supported brand identification among the consumers. The venture point for communication building were short comic strips presented on Internet banners. The Cheetah became the campaign s new lead motif not only in Poland, but also in the Czech Republic. Initially, our character was to advertise motor insurance only, but it caught on quickly, and it was used in advertisements of all Allianz Direct insurance products. Communication tools Internet, press, outdoor, radio. closbrothers unrivalled in advertising
5 T o p S e c r e t O p e r a t i o n F a s h i o n Our first encounter with Top Secret took place when the company was preparing for strategic changes in brand positioning. Our task was to develop campaigns for the fall/ winter 2004 and spring/summer 2005 collections. Target group Young urban dwellers who appreciate elegance and style. Sociable people who like spending their free time socialising and going out with friends, and who have a need for social acceptance. They have a distanced approach to life, they are open to the world and new experiences. Campaign goals The designed materials were to express the brand s unique character, enhance its appeal for the existing and attract new customers, thus boosting collection sales. The change of brand image was to emphasise the high quality of Top Secret products, placing them on the top shelf among the most renowned fashion brands. Key message Fall/Winter 2004 collection Spring/Summer 2005 collection Campaign performance Two image and sales campaigns were developed for the Top Secret fashion brand. We created the overall campaign concept, organised a photo shoot, designed and produced catalogues and a set of POS materials. That's all we can reveal after all, we were on a Top Secret mission. Communication tools Press, billboards, catalogues, POS (catalogues, posters, hangers, coupons, POS design, including display windows). closbrothers strictly sensational advertising
6 I w o s t i n A s k a b o u t I w o s t i n... We started working with Iwostin, a dermatological cosmetics brand, in 2003, and we have been providing comprehensive advertising and marketing support for the brand since The developed campaigns mirrored the new positioning strategy of the Iwostin brand which underwent an image facelift and began to conquer European markets. Dla Iwostinu rozpoczęliśmy także działania w prasie kobiecej i branżowej. Ulotki, foldery, kalendarze, plakaty, standy apteczne... i wiele innych produktów, w tym kwartalink dla farmaceutów. Target group The campaign was addressed to women who are aware of their skin needs and who choose skin care products based on a careful analysis of the delivered benefits. Campaign goals The aim of the campaign was to elicit an interest in Iwostin dermatological cosmetics and to build the brand s image as an expert in care solutions for various skin types. closbrothers Key message Iwostin. A healthy skin solution. Campaign performance The brand logotype received a thorough makeover, product packaging was redesigned, the brand image was modified and revamped. The campaign took place in the summer and fall of 2007, and it was continued in the winter of 2008 to elicit the attention of the existing customers (promotions, prizes) and to reach new ones the regular customer bookmark at Iwostin s website, educational brochures. Communication tools National campaign covering more than ten women s magazines, including Viva, Glamour, Pani, Twój Styl, Joy and Claudia. closbrothers pampered advertising
7 I l o v e. I d o n ' t b e a t " A l l c h i l d r e n a r e o u r c h i l d r e n... " In the spring and summer of 2009, we were working on the continuation of a social campaign launched in 2008 Kocham. Nie biję (I love. I don t beat). Physical and psychological abuse of children takes place every day, in both poor and welloff families. This problem affects us all because silence and passive attitudes give abusers more power. Target group Mostly families with children, but our goal was to reach all people. Campaign goals We believe that this social campaign will be an eye-opener for many people and that it will change the way they act. We want to raise social sensitivity to the general problem of child abuse. Key message I love. I don t beat; I love. I react; I love. I devote my time; I love. I don t shout. Campaign performance Our task was to develop a new campaign logotype, including creative design, production and post-production. The campaign was carried out with the involvement of many sports, film and music celebrities whose renown supported our goal. Communication tools TV and radio spots, outdoor, POS materials (leaflets, posters, etc.) closbrothers we react
8 B o d y m a x I n t o p s h a p e Bodymax Sport is a Bodymax line product which caters to the needs of a fast growing market of ginseng-enriched vitamin supplements that build stamina and enhance training performance. Target group The product is addressed to active men in the age group, average income earners, big city residents. They are conscious of their role of professionals and family men, and they recognise the importance of physical and psychological well-being. Campaign goals Information and image support for the product launched on the Polish market. The campaign was to offer an interesting and an appropriate form of communication addressed to men who regard physical activity as the best way to stay healthy and fit. Key message Active at work and after hours. Communication tools Press. closbrothers advertising effectiveness to the max
9 E l i x i n e T o s t o p t i m e Nepentes once again relied on our services to develop a campaign launching a new brand of dermatological cosmetics Elixine. The campaign emphasised the unique formula of dermatological cosmetics which meet the stringent requirements of customers, dermatologists and cosmetologists. Target group The campaign was addressed to women looking for skin care products that not only enhance the appearance, condition and health of mature skin, but which also delay the skin ageing process. Campaign goals The goal was to introduce a new, luxury brand of cosmetics for mature skin. The main message communicated by the campaign slogan and graphic design was that although we cannot stop time, we can stop skin ageing. Key message Elixine. Gives the skin back what the time takes away. Campaign performance In 2008, we designed the brand logo, the packaging line, information brochures for customers and physicians, promotional materials for pharmacies, information materials for the media, training materials, a website and press advertisements. The website was updated and packaging design was modified in Communication tools The national campaign covered a press campaign in women s magazines, promotional campaigns in pharmacies, training for dermatologists and a website promotion. closbrothers a beautiful campaign has no fear of time
10 T o y o t a H i g h p e r f o r m a n c e a d v e r t i s i n g Sprawdź iq. Dni Otwarte marca Toyota iq was a new Toyota model launched on the Polish market. As Toyota s regular partner, we were asked to develop the information and image campaign for the new model. Target group The campaign was addressed to young, professionally and socially active people who are single or childless. Their car had to reflect the dynamic character of urban night life. Campaign goals The objective of the campaign was to attract as many consumers as possible to Toyota iq Open Days presenting the latest model the diamond of engineering, the essence of Toyota's technological prowess. Key message Toyota iq alluring and tempting [Toyota iq WabiQsi] Campaign performance Our task was to develop the creative concept and produce all advertising materials. The campaign made a reference to the names of celebrities whose renown further enhanced the appeal of Toyota iq. Communication tools This two-week campaign ran on web portals such as: onet, gazeta, wp, o2, interia, etc., in national dailies (Rzeczpospolita, Dziennik) and weekly magazines (Wprost, Newsweek, Polityka). Ile poduszek powietrznych mieści w sobie Toyota iq? Ile gwiazdek zdobyła Toyota iq w teście zderzeniowym Euro NCAP? Jaką długość ma Toyota iq? WIĘKSZA moc. Podczas Dni Otwartych zaprezentujemy także nowe modele Toyoty YARIS MNIEJSZE spalanie. i Toyoty AYGO. Infolinia: koszt połączenia wg taryfy lokalnej operatora iq zużycie paliwa i emisja CO2 (UE 80/1268 z późn. zm.) w zależności od wariantu i wersji auta: od 4,5 do 4,7 l/100 km (cykl mieszany) i od 106 do 112 g/km. Informacje o działaniach dotyczących odzysku i recyklingu samochodów wycofanych z eksploatacji: iq_rzepa.indd :54 closbrothers high advertising iq
11 T C L T h i n g s C o n s u m e r s L o v e a b o u t t e l e v i s i o n With TCL enjoy a Word of New thrilling experience As the result of TCL s expansion to foreign markets, we were asked to develop an image and marketing campaign for a new TV set model for the Russian and Ukrainian markets. Target group Middle class consumers, higher income earners looking for exclusive and luxury products. People with modern tastes who appreciate unique design solutions. TV Line up Winter 2007 Spring 2008 Campaign goals To develop an image of high-class, luxury TV sets. To present new technological and design solutions. Campaign performance The campaign ran in the two largest cities of our prospective markets: Moscow and Kiev. Our task was to develop the entire creative concept and to design the graphics for the campaign. Communication tools Prasa, outdoor, city lights, POS (katalogi, ulotki, plakaty, wobblery).press, outdoor, city lights, POS (catalogues, leaflets, posters, wobblers). TV Line up Winter 2007 Spring 2008 closbrothers a window to the world of advertising
12 E l i L i l l y Are you having trouble keeping your blood W a n t e d f o r t e s t i n g Eli Lilly is an international pharmaceutical company that develops and tests new drugs. Its products are sold in 143 countries around the globe. Eli Lilly has been our regular partner since sugar levels under control? Is something missing from your diabetes treatment? Campaign performance We provide Eli Lilly with comprehensive advertising services. We design, print and dispatch materials to research units throughout Europe. This client motivates us to constantly work on our linguistic skills. We have recently developed publications in 12 European languages, including the Belgian variety of French. Communication tools BTL: creating names and logotypes of clinical tests, design and production of POS materials (questionnaires, brochures, leaflets, gadgets and others). are you a type 2 diabetic? are you 18 years old or over? have you been taking glargine for at least 3 months? If so, we need your help in a medical study to help people who have type 2 diabetes improve their blood sugar levels Ask your doctor about taking part in the 4B study Contact details: closbrothers a prescription for effective advertising
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14 T o y o t a M o t o r i n d u s t r y f u n a n d e d u c a t i o n At the beginning of 2009, we provided all Toyota dealers with the Fleet City game for their fleet clients. The game s success prompted us to develop an educational game for children entitled Dobry Gospodarz (The Good Host) which was featured on the updated Toyota Kids Club and Toyota Juniors Club web portals. Target group Toyota s fleet clients. Kindergarten children and early primary school students. Campaign goals The Fleet City game was an enjoyable gift for fleet clients as well as an excellent promotional opportunity for Toyota s fleet. Dobry Gospodarz was also an educational game with emphasis on environmental protection, but above all, it was a great source of fun. Campaign performance We have authored the game concept, the rules and the graphic design. We produced both games. They were distributed by Toyota s dealers and forwarded to customers during mailing campaigns. Campaign results As a form of communication, the games got a very warm welcome and elicited great interest from both customers and children. closbrothers advertising fleet
15 S z a f a T h e m a g i c o f c i n e m a The annual SZAFA Student Film Academy campaign, an educational program organized by the Film Institution, took place in September The program is developed under the auspices of the National Film Archive, the Polish Film Institute and the Arthouse Cinemas Network. Target group Primary, middle and secondary school students in Warsaw. Campaign goals To encourage young people to expand their knowledge about film and cinema. To support campaign participants in developing their interests related to film art through meetings with film directors, critics and showings of carefully selected film classics. Key message Do you love films? Come to SZAFA. Campaign performance We developed the graphic identification design for the entire program. Communication tools Logotype, catalogues, leaflets, posters and stands. closbrothers play it again
16 I d e n t i f i c a t i o n T h e a r t o f a p p e a r a n c e s The broad list of services we offer to our Clients is inclusive of display materials design, including stands, packaging, trade fair stands and other exhibition materials. We also design visual identification graphics for our Clients brands in logo form, beginning from concept development through to the final product. Several of our creations are presented below: closbrothers guarding your product image
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18 I n t e r n e t A n a d v e r t i s i n g w e b In this day and age, nobody needs to be convinced of the effectiveness of web-based advertising. From the beginning of our operations, we placed great emphasis on developing our Internet-related skills. Today, we are capable of designing any type of advertising carrier for website display. Advanced Internet technologies hide no secrets for us. Every day, we learn something new and we try to be ahead of the latest trends. In addition to advertising, we design entire websites, both in the traditional HTML language technology enhanced by content management systems (using PHP, PERL,.NET and other scripts), in the Adobe Flash technology with advanced Flash script programming in ActionScript and content management systems, as well as popular websites based on JS and Ajax technologies for dynamic content exchange. Our main focus is on graphic design, the ease of use and positioning. We are also professional developers of website content, we create animations and minisites for product subsites. We maintain the website of Toyota s Polish branch. We develop content for Nepentes brand websites. closbrothers moving with the times
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20 N o n - c o m m e r c i a l S p a c e o f e x p r e s s i o n One does not live on advertising alone, which is why we often participate in non-commercial projects that provide an outlet for our creativity. Our passions, talents and admiration for various forms of art and culture are reflected in highly personal works of art which we like to share with others. We rely on different forms of expression ranging from graphic art, animation, photography, music, poetry to acting. We look for every opportunity to develop our talents, and we are happy when our creativity finds an outlet. We like to think of ourselves as an artistic incubator. mułowaty Osiołek grafika Myszka? rzeźbka closbrothers a creative approach
21 c l o s b r o t h e r s u l. w o ł o d y j o w s k i e g o w a r s a w t e l. : f a x : c l o s b r o t h e r c l o s b r o t h e r s. p l
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