Dulux’s latest campaign is a digital upgrade of the paint swatch, brought to life in a cinematic telling of a dystopian future devoid of colour.

• Shoppable videos help to drive consumers direct to purchase
• It is an innovative way to browse shades of colour

The paint manufacturer has brought the tired process of choosing between thousands of colour hues to life in a shoppable video that builds on the 2014 Colour Prohibition campaign. The video draws on The Polarity Paradox, visualising the states of extreme spending and the frugality of post-recession consumerism. In the film, inspired by 2002 sci-fi epic Equilibrium, people denied colour stage an underground coup and viewers can select colours they like as they journey into the rebels’ camp. By selecting a colour they are taken to a small display with curated Pinterest boards and a link to the Dulux online store. Great work and a good example how brave brands are combining Faction Marketing with Shoppable Videos to create irrepressible content that reduces the time it takes from inspiration to purchase.

Packaging Experts Directory
01/2007

[…] Up to 74% of purchasing decisions are made at the POS (point of sale) – and up to 60% are made based on product packaging and presentation. In order to reach consumers of various cultural backgrounds, it is of the utmost importance that international branding managers adapt their packaging to local market specifics. This requires sensitivity and “crosscultural awareness” on the part of corporations and agencies.

“Packaging that is successful with customers in Germany may not work as well in France, and will probably not work at all in Russia,” observes Stefan Mannes, Managing Director of the agency, kakoii, in Berlin. According to the expert, even in an increasingly global society, it is important to differentiate between the various cultural traditions that define markets. In order to develop internationally customer-centric packaging, packaging trends should not solely be observed from a national perspective.

With offices in Germany and Japan, kakoii serves numerous national and international clients in the areas of packaging and corporate design. […]

• Packaging design by kakoii Berlin/Tokyo

Moving boxes, cans, milk jugs, medication bottles – more and more, designers are putting their scents and cosmetics into ordinary packaging. A review.

DiePresse.com, 27.09.2007 (ThePress.com, 9/27/2007)

(…) Visions of the tetra-pak were floating in designer Thekla Heineke’s head as she developed the packaging for a hair coloring product by Shiseido. The new feature of “Tasting Tone” is its quick and uncomplicated use, and this is precisely what Heineke wanted to highlight. “The familiar shape of a tetra-pak represents the simple, daily use of a product”, says the designer, along the lines of: open, use, and toss. She explains that the strategy to use cheap, or at least ordinary, packaging for luxury cosmetics represents a quest for understatement. Thekla Heineke designs for the Berlin-based agency, kakoii, which is also responsible for the design of the cosmetics line “FSP” by Shiseido. FSP’s foil closures, which do not instill a sense of exclusivity and seem familiar since we are used to seeing them on medications, also play on the aesthetics of the ordinary. Heineke describes the attraction of products designed in this manner as: “It is not high-end, but insiders know nonetheless that it is expensive.”

• Packaging design by kakoii Berlin/Tokyo

kakoii Berlin, the creative agency for design, advertising, and digital media, reports an increase in sales and employees of over 30 percent for the year 2008. The growth is attributable to the deliberate focus on the integration of consulting services for existing clients, and the award of numerous new advertising budgets.

“We are very proud to have gained numerous new clients based on our performance. Additionally, our clients who have been with us for several years continue to rely on our expertise,” according to Stefan Mannes, Managing Partner of kakoii. “For the last seven years, the agency has provided a full array of communication services with an emphasis on the areas of art, culture, and social projects. Our competencies are in increasingly high demand as NPOs (non-profit organizations) and other social entities continue to learn to operate more professionally and economically. We therefore expect continued growth for 2009.”

kakoii Berlin has numerous clients, including Deutschen Caritasverband (German Caritas Association), Bundeszentrale für gesundheitliche Aufklärung (BZgA) (Federal Center for Health Education), Jüdische Museum Berlin (Jewish Museum Berlin), World AIDS Day, the Foundation “Erinnerung, Verantwortung, Zukunft” (Remembrance, Responsibility, Future), the Berlin Volksbühne (theater company), den Förderkreis Holocaust Denkmal (Holocaust Memorial), Berlin Churches, and the Department of the Interior for the state of Brandenburg.

Creativ verpacken (Creative Packaging) – Luxury packaging, October – Designer’s Opinion

Thekla Heineke, Creative Director at kakoii Berlin: “What do you expect from packaging that promises us luxury? A direct relationship with the product, an idea or concept that has been encapsulated without simply using popular stereotypes. Keeping the promise to be there just for me. For example, let’s take a look at the Ipsa fragrance line by Shiseido: a small, round flacon produced in a limited series. What is the appropriate packaging for a scent that is fresh, dry, and light? This scent is embedded in a round form, wrapped in a white leather bag that can be opened by zipper. The front is covered by a double-layer of sheer gauze which holds a feather of the same blue color as the flacon. Is it possible to create packaging that is more personal or sensual to the touch?”

• Packaging design by kakoii Berlin/Tokyo