AXN, a TV channel in Brazil, used television packing boxes to promote its range of television series. Still frames from series such as Breaking Bad, Castle and Criminal Minds were printed on the packaging for AOC televisions. The tagline: “AXN TV series. There’s no better way to enjoy your new TV”. In one month the boxes reached over 300,000 people in stores all over Brazil. AXN registered a 12% increase in its ratings and have since made plans to extend the campaign to other television brands. The campaign won a Silver Outdoor Lion at Cannes International Festival of Creativity 2011.
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The AXN TV Boxes campaign was developed at Publicis Brasil, Sao Paulo, by executive creative director Hugo Rodrigues, creative director Kevin Zung, art director Antonio Correa, copywriter Luis Felipe Figueiredo, account executive Elaine Elias, producers Rita Vilarim, Emerson Russo and Thiago Loureiro.
The case study was directed by Diogo Ekizian via Casa da Mãe Joana, Sao Paulo.