BACKGROUND
Festival time is a time for joyous celebration, eating good food and exchanging gifts with our loved ones.
Festival season is an important time for Nestlé. A number of our brands carry out specific communications activity for Diwali and Rakhi, and create festival gift packs.
CHALLENGE
Gifting in India is built on religious and time-honored festivals that go back centuries. While they are much loved by all, the world and the consumer has moved on considerably, and new age gifting occasions have been added like Valentine’s day, Mother’s day, Father’s day, rose day etc.
If you could create a completely new festival or special occasion, what would it be, who would it involve, what would you recognize and why? And most importantly how would you recognize it through packaging with a gift from Nestlé?
AUDIENCE
Urban Indians, between 24-45 years of age who love to share their goodness with others through gifts. They are rooted in their culture and tradition, yet are not orthodox. They are modern and in touch with the times. Appreciate the value of tradition, but are willing to unshackle themselves if the modern way is more pragmatic.
CONSIDERATIONS
While chocolates are the most obvious type of gift, do not restrict your thinking purely to chocolates.
We are looking for a fresh perspective. Thinking should not be restricted to the past. Ask yourself what would constitute a modern-day festival?
Festivals in India are frequently regional and rooted in local culture; therefore, you may choose to create a festival or occasion that re ects the truth of one regional part of the country.
Packaging is increasingly becoming the window to a brands digital world. With this in mind, consider how your packaging concept can provide access to digital content or a social media campaign.
DELIVERABLES
We are looking for a packaging design concept that provides a link to a digital world, therefore the output of this brief should take the form of sketch visuals and/ or physical prototypes.
You may wish to support your concept with mood boards and examples of best practice that you feel are relevant.
The entire portfolio of Nestlé products is open to you for this brief. You could even add accessories or complementary items into the gift pack that go with your theme or the Nestlé products.
SUBMITTING YOUR ENTRY
- Post 1-6 A2 Presentation Boards, or
- Upload a PDF
- Your entry should include a written document guide, and Google Drive or Dropbox links to your source material.
