The Concept
Designs of furniture redefined. It was the launching campaign of Apple Cart, a new contemporary brand from the house of Tip Top Furniture. The challenge was taking the customers into belief. Many fake products are available in the market and we had to convince the quality and purity of this product. So we stylized the whole concept of traditional design to give the products a fresh new look. And the creative said what needed to be sounded most attractively and uniquely. The image of the woodpecker gave it a natural tone and it was evident from the creative that the product was genuine and has quality.
Inspired by the metaphor of a tree and a carved chair out of it, the concept aimed to convey the idea that the Apple Cart is more than just a piece of wood; it’s a living, breathing part of nature. The tagline, “മരം പോലെയല്ല മരം തന്നെ” (English translation: “Not like a tree, it’s the tree itself”), reinforced this notion, emphasizing the natural and enduring quality of Apple Cart products.
The Creative Execution
The visual representation of this concept was a striking billboard featuring a woodpecker pecking at a tree stump. The stump, however, was carved with a modern, contemporary chair, symbolizing the transformation of natural materials into functional and stylish furniture. This unexpected juxtaposition not only caught attention but also subtly highlighted the brand’s commitment to using genuine, high-quality wood.
The woodpecker, a symbol of nature and resilience, further reinforced the message of authenticity and durability. The choice of a woodpecker also resonated with the Kerala audience, where this bird is a familiar sight.
The overall aesthetic of the billboard was clean and minimalist, reflecting the modern design ethos of Apple Cart. The use of muted colors and natural textures complemented the brand’s commitment to authenticity.
The Result
The campaign helped to establish Apple Cart as a trusted and desirable brand in the competitive furniture market. By focusing on the intrinsic value of natural materials and the craftsmanship that goes into creating Apple Cart furniture, the campaign not only captured attention but also built a strong emotional connection with consumers. This, in turn, has contributed to the growth of the business and solidified Apple Cart’s position as a leading player in the furniture industry.
