The OTHER MARKETS Platinum is attributed to Otvetdesign (Russia) for a range of packaging designs for the Ingro brand of household equipment.
How to bring to market low-priced household pumping equipment under the Ingro brand name as an effective substitute for European brands.
The target audience: Sales Managers of special purpose hardware stores where goods are not packaged, as well as summer customers who buy single pumps in small hardware stores.
Otvetdesign created clear characters who are as close and vivid as a next-door neighbour. A pushy Russian woman, needing a pump working at depth. Two funny guys needing a pump for wells. A slimebucket needing a pump for muddy water. So, we turned soulless machines into stand-up guys who never let you down.
Ingro pumps started speaking the same language to Sales Managers and customers alike, becoming heroes of the masses.
Platinum Pentaward 2015
Best of the Other Markets Category
Creative Director, Owner: Vladimir Fedoseev
Art Director/Designer: Yushkevich Arina
Designers: Suzanna Belkina, Anna Lysenko