The campaign started by revamping the logo.
R/GA Shanghai approached the project holistically, creating the hero character Louie from the scratch.
Then we created the all-new brand system with a new tagline of “Live With A Punch”.
The original sketch evolved from the logo.
Character design sketches.
We created high-impact applications across labels, packaging, point-of-sale, and promo materials, transforming and unifying Boxing Cat’s range of existing products.
The market share went up from 5% to 28% in just four months.
R/GA Shanghai x Final Frontier x Le Cube
Creative Agency: R/GA Shanghai
Executive Creative Director: Terence Leong
Creative Director: Shing Sian Chew
Associate Creative Director: Rich Harris, Kurt Feng
Designer: Jeremy Wang
Copywriter: Fang Cao
Producer: Ann Yao
Production Company: Final Frontier
Executive Producer: Chris Colman, Gustavo Karam, Julieta Zajaczkowski
Director: Le Cube
Executive Producer: Juan Manuel Freire, Fernanda Soma
Producer: Luana Guareschi
Music / Sound: Kersound Studios
Composer: Akira Terao
Music Supervisor: Greg Yu