Duracell: Positive & Negative Stories

To communicate the longevity of Duracell’s alkaline batteries.  

Everything has a positive and a negative. Even the longevity of Duracell Batteries.  

To bring out the idea of positive and negative, the ads were kept similar to the battery, both in color and shape. We were telling quite a lengthy story in the positive and negative format, and the stories themselves transition from positive to negative seamlessly, according to the positive and negative sections of the battery. We also arranged the text in a style that maintained the integrity of the positive and negative symbols on the battery. And because Duracell Batteries have such an iconic design, we were even able to achieve branding without the logo.

Cannes 2014 Press Lions - Gold
Cannes 2014 Outdoor Lions - 3 Shortlists
D&AD 2015 Writing for Advertising - Wood Pencil
Spikes Asia 2014 Print - Bronze
Spikes Asia 2014 Outdoor - Bronze
Kyoorius Advertising 2015 Press Advertising - In Book
Kyoorius Advertising 2015 Typography - In Book
Kyoorius Advertising 2015 Blue Elephant 2015 – Writing for Brands
Kyoorius Design Awards 2014 Writing for Brands – In Book

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