Best use of Illustration

Title : Tropical TVC Campaign


Brand : Tropical


Description :

Having been on the market for more than 4 decades, the Tropical brand seemed like a landmark brand on the island. It has always been top of mind but in recent years, new competitors have been chipping away small chunks of the market. Thus, the brand needed to reinvent itself while also gaining new market shares. Through research and insight, a younger generation of consumers was to be targeted to create a new bond with a brand they did not relate to. The way forward maximised on the visual appeal through illustrated animations, while also reflecting the brand’s positioning, “great ideas from a small box”. Both creativity and fun were the driving forces behind the illustrated TVC campaign.