When we here at Branding Magazine first saw this new, shall we say, symbolic packaging for Clavin, we knew we had to find out more. Sure the delicacy of the subject may have had something to do with it, but we also discovered that the project’s execution won a Gold CLIO Award–which, needless to say, is reason enough to do some digging.
The new packaging and strategy for the product was designed by Ogilvy & Mather’s Prague office. Now, we were really intrigued. The Czech Republic has about it a certain open-mindedness that we wished to truly explore and, luckyily for us, we were able to score an interview with the executive creative director for the Clavin campaign, Will Rust. We asked him various questions regarding the subject’s delicacy, the product’s re-packaging, the Czech mentality and its influence on the project, along with further discussion about the merits that deserved the project of a CLIO Award.
Will Rust ended up bestowing us with a humorous interview, suited for the subject of the questions themselves and revealing of the type of candid nature that one can love about Czechs, in general. All in all, he states,
I’d like to think that our little pack was appreciated just for what it was. Nothing more, and no hyperbolic padding surrounding it.
The rest of Rust’s honest remarks will be revealed in our July regular issue, so stay tuned and subscribe!