Credits & Description:
Type of Entry: Corporate or Brand Identity
Title: LOOP, WEAVE & ZIG ZAG
Advertiser/Client: GARMIN GPS
Product/Service: GARMIN GPS
Entrant Company: OGILVY SHANGHAI, CHINA
Design/Advertising Agency: OGILVY SHANGHAI, CHINA
Name Company Position
Kevin Lee Ogilvy/Mather Advertising/Shanghai Executive Creative Director
Kelvin Leong/Kit Ong Ogilvy/Mather Advertising/Shanghai Creative Director
Minsheng Zhang/Robin Wu/Tianhong Zhou/Jordan Dong/Kelvin Leong/Kevin Lee Ogilvy/Mather Advertising/Shanghai Art Director
Adams Fan/Weina Ha/Kit Ong Ogilvy/Mather Advertising/Shanghai Copywriter
Minsheng Zhang/Jordan Dong/Robin Wu/Tianhong Zhou Ogilvy/Mather Advertising/Shanghai Illustrator
Kevin Lee Ogilvy/Mather Advertising/Shanghai Typographer
Shining Gao Ogilvy/Mather Advertising/Shanghai Client Servicing
People are aware of GPS systems. And they think they are all the same. Garmin wanted to challenge that perception.
Describe the brief from the client:
Garmin wanted to inform consumers of its most advanced GPS feature yet – Lane Assist.
Description of how you arrived at the final design:
We know unfamiliar roads can be a maze-like confusion. Garmin can easily point the way out to road users.
Indication of how successful the outcome was in the market:
After the launch of this campaign, consumers started to ask specifically for the Lane Assist GPS model. Sales of the nuvi 765T shot up by more than 13% within 5 months.
The Design & Branding titled LOOP, WEAVE & ZIG ZAG was done by Ogilvy Shanghai advertising agency for product: Garmin Gps (brand: Garmin) in China. It was released in the Jun 2009.