Campaign objective: Give potential customers a reason to choose TOPS at SPAR (a leading South African liquor retailer) over its competitors. 

 

Creative Strategy: Design packaging for TOPS at SPAR that will help customers transport bottles from the store more easily.

 

Creative Concept: The Box Smart. A customized bottle carrying box that also adds to the party experience. The Box Smart is also a set of cricket stumps, a bottle opener, a smartphone amplifier, a 'do not disturb' sign, a barbecue starter, a VR headset, a uniquely South African drinking game called 'Morabaraba,' a comfortable chair, a set of coasters and a cocktail guide. So now the box that gets the booze to the party, is the party!

 

The Loerie Awards

Bronze: 'Innovative Use of Paper' category