Clos Brothers SA

clos brothers
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 2002.
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.
www.closbrothers.pl
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!
a t l
A l l i a n z
T h e
C h e e t a h
D i r e c t
C a s e
Background
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
www.closbrothers.pl
T o p
O p e r a t i o n
S e c r e t
“ F a s h i o n ”
Background
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
www.closbrothers.pl
I
A s k
w
a b o u t
o
s
t
i
n
I w o s t i n . . .
Background
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 2006. The developed campaigns mirrored the new positioning strategy of the
Iwostin brand which underwent an image facelift and began to conquer European
markets.
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.
Key message
Iwostin. A healthy skin solution.
Dla I
w
Ulot ostinu
ki, fo
r
ldery ozpoczęl
iś
, kal
enda my takż
e
rze,
plak działan
aty,
stan ia w pra
dy a
ptec sie kobie
zne.
.. i w cej i bran
iele
inny żowej.
ch p
rodu
któw
,wt
ym k
wart
al
ink d
la fa
rmac
eutó
w.
clos
bro
the
rs
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
www.closbrothers.pl
I love. I don't beat
" 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 . . . "
Background
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
www.closbrothers.pl
B
I n
o
t o p
d
y
m
a
x
s h a p e
Background
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 25–35 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
www.closbrothers.pl
E
To
l
s t o p
i
x
i
n
e
t i m e
Background
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 2009.
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
www.closbrothers.pl
T
H i g h
o
y
p e r f o r m a n c e
o
t
a
a d v e r t i s i n g
Sprawdź iQ.
Dni Otwarte 14-15 marca
Background
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).
closbrothers – high advertising iQ
• 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.
MNIEJSZE spalanie.
Podczas Dni Otwartych zaprezentujemy także nowe modele Toyoty YARIS
i Toyoty AYGO.
Infolinia: 0 801 20 20 20
koszt połączenia wg taryfy lokalnej operatora
www.toyota.pl
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: www.toyota.pl
iQ_rzepa.indd 1
09-03-06 12:54
www.closbrothers.pl
T C
T h i n g s
L
C o n s u m e r s
With TCL enjoy a Word
of New thrilling experience
L o v e
a b o u t
t e l e v i s i o n
Background
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).
closbrothers – a window to the world of advertising
TV Line up
Winter 2007 – Spring 2008
www.closbrothers.pl
E
l
W a n t e d
i
f o r
L
i
l
l
y
t e s t i n g
Background
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 2008.
Are you having trouble keeping your blood
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?
Contact details:
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
closbrothers – a prescription for effective advertising
www.closbrothers.pl
b t l
T
M o t o r
o
i n d u s t r y
y
–
f u n
o
a n d
t
a
e d u c a t i o n
Background
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
www.closbrothers.pl
S
T h e
z
m a g i c
o f
a
f
a
c i n e m a
Background
The annual SZAFA – Student Film Academy campaign, an educational program organized by the
Film Institution, took place in September 2009. 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
www.closbrothers.pl
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
www.closbrothers.pl
i n t e r a c t i v e
I
A n
n
t
a d v e r t i s i n g
e
w e b
r
n
e
t
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
www.closbrothers.pl
non- commercial
Non- commercial
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.
Myszka?
mułowaty Osiołek
rzeźbka
grafika
closbrothers – – a creative approach
www.closbrothers.pl
c l o sb r o t h e r s
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w o ł o d y j o w s k i e g o
0 2 - 7 2 4
4 2
w a r s a w
t e l . :
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c l o s b r o t he r s @ c l o s b r o t h e r s . p l