The brief - IBV International Vaults, the world's most exclusive private vaults, wanted to redefine the private vaults experience by reaching out to the crème de la crème. The brand wanted to talk about its multi-tiered security approach that not only protects the most precious possessions but also guarantees peace of mind. However, the main challenge was to get the attention of the jet-set.
The solution - The character type of the target audience is clearly "alpha" and that means they are assertive, strong-willed, fearless super-achievers with a larger-than-life attitude towards everything. Therefore, the most effective communication route to arrest their attention is flattery and ego massage.
Role: Conceptualisation, creative + art direction, copy, branding and design
The results - This is an ongoing campaign and the brand story is still evolving. Will get back with a more detailed analysis once the story unfolds itself in entirety.
