Guaranteed Fan Spots
One of my first projects at Cheil as ECD was both intense and remarkable. The insight came with the launch of the new QLEDs during the 2022 World Cup.
Everyone loves watching the matches on a big TV surrounded by friends, but space isn’t always enough for the entire crowd. That’s when we decided to turn the product itself into an experience: the TV boxes gained an extra function.
At retail stores, we created viewing areas with benches made from the packaging. And every customer who purchased a QLED could take home boxes that transformed into ergonomic, portable benches—easy to assemble and resistant up to 125 kg.
With practically no budget, I made the project viable by integrating content production and activating the benches as part of a live commerce with influencers.
A functional design that spread across Latin America, turning packaging into utility, and consumption into experience.
