Papaiz: Safe

The brief: To create a piece for a Papaiz showroom aimed at the trade public that calls resellers’ attention to the reliability and strength of Papaiz brand padlocks.

Solution: An interactive display that challenges people to break into a safe. As people follow the instructions and fold the paper taken from the display, they go through the various barriers the safe has: giant steel doors, gates, doors with codes, until they come to a little box with a Papaiz padlock. From there, no matter how much they exert themselves, they cannot go any farther because it is impossible to fold the paper more. It’s impossible to get past the padlock. At that point, the brand’s concept makes sense: “Papaiz. Your world well protected.”

Results: The piece was used up quickly. It exceeded sales targets by 35% and was extended to various points of sale, helping consolidate Papaiz as leader in the padlock segment in Brazil.

Advertising Agency: DPZ, São Paulo, Brazil
Creative Directors: José Zaragoza, Diego Zaragoza, Fernando Rodrigues, Rafael Urenha, Marcello Barcelos
Art Director: Bruno Landi
Copywriters: Alexandre Abu, Guilherme Fleury, Igor Cabó
Illustrator: Bruno Landi
Photographer: Leandro Viana
Published: October 2009