Countdown to Cannes 2012: Park Avenue and revamped 'Bates' identity to create fireworks for Bates

By , Winners & Finalist, New Delhi | In Advertising | June 15, 2012
The agency is pinning its hopes on the campaign for Park Avenue wrinkle free shirts in the Out of Home category and the new identity of Bates, submitted in the Design category.

For Bates, it is simple yet intelligent work that it hopes will create the fireworks. The agency is betting on two of its creations - Park Avenue and the new identity of 'Bates'.

Park Avenue

Submitted in the Out of Home category, the poster created for Park Avenue wrinkle free shirts highlighted the benefits that the shirts can withstand the pressures of being on the move and remain wrinkle free. The poster featured a luggage trolley comprised of wardrobe shelves full of folded shirts and shirts on hangars. The poster highlighted the fact that regardless of the number of shirts kept in the bag, they did not get wrinkled.

Bates has also pinned its hopes on the integrated exercise executed for its new visual identity. The entry has been submitted in the Design category. The core idea of using blurbs has been applied to all elements of the exercise.

Sagar Mahabaleshwarkar

Sagar Mahabaleshwarkar, chief creative officer, Bates, says, "The new brand identity for Bates was created to reflect our philosophy of 'Changengage'. With the use of blurbs in business cards, we showcased what we believe in, the thought that 'debates engage better than doctrines'."

As a part of the exercise, the agency created personalised business cards, typography, website, stationery, coasters, carry bags, magnets and paper clips, along with an interactive game on Facebook which unveiled the new identity. To participate in the game, employees clicked on the shifting eyes to reveal the new look. The fastest fingers also won iPads. Also, each Bates office created its own business card using the core idea of blurbs.

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