Crayons has created a 3D print ad for its client, Kajaria Ceramics. The ad was conceived for Kajaria's 3D tiles collection, and appeared in the October issue of Design Today. The innovation included a 3D rendered image and specially-made 3D eyewear for viewing the ad. The new campaign was to showcase the brand's new 3D series, which has a three dimensional effect on the tile. The brief to the agency was to establish the three dimensional nature of the tile.
According to Aejazz Ahmed and Anuj Gupta, the copy and art team behind the ad, an innovative product deserved an innovative idea, and hence this out-of-the-box thinking to capture and bring to life the new dimension of the product in print. Elaborating on the idea, Anuj says that though it was a natural idea for a 3D product, the challenge was to make an idea, which is essentially a film idea, work for print. The agency’s production department got customised 3D glasses of just the right thickness to ensure smooth insertion, and each magazine copy had one of these devices attached to the ad.
Speaking further on the ad, Ranjan Bargotra, president, Crayons Advertising, said, “The ad uses the product insight in an arresting manner to give a real life feel of a living space with 3D tiles."