During my internship in Robert Bosch, I was involved in a number of marketing campaigns for its sub-brand Buderus. One of these was the "iPlay Buderus Contest". The purpose was quite simple: by buying a water heater, you had the possibility to win an iPod, iPhone, iPad or MacBook. Now, we could follow two possible directions: one, to use a lifestyle image from the company's db; two, to reinterpret the brief in a more creative way. We opted of course for number 2. We started brainstorming possible connections between the contest and the prices. Contest means game, game means to play. The prices were Apple products. This is how we came up with the copy "Melagioco!". Now that we had the slogan, I started thinking about how to visually decline it. I started browsing the web for ideas and found interesting ways of playing with apples cut into slices.

In a flash, I realized that the first Apple logo was a multicolor fruit. I put together the pieces and designed a multicolor apple divided in slices. In order to make it more institutional, I impressed water heaters' app logo on the apple.

Despite the creative concept and the clever copy, the client wasn't able to connect the colors of the apple to the original Apple logo, so I had to turn the slices to corporate blue. The campaign's visual was then declined in other formats such as flyers, coupons, online banners, etc.