A really cute idea from Acne Production to drum up awareness of the new webstore Swedish Hardware chain Clas Ohlson. They destroyed the old website, and turned it into a game. Users could saw, drill or hammer away at the old site, and gain points and badges for the proficiency. A cute idea that shows even the most mundane of activities can be turned into something fun and engaging.
Mid way through last year, I worked on some ideas for a new campaign for Lynx (Axe to all those not of UK extraction). The ad script ‘Anarchy’ that I read at the time immediately stood out as one of the most interesting and exciting that the brand had attempted in a while. Full of the verve, wit and fun that AXE is (in)famous for. (To be fair, it’s also quite a neat concept from AXE too).
So it’s great to see that the commercial (even in it’s trailer form) seems to have managed to translate so well from script to film. However, what makes AXE campaigns so much fun to work on is usually the stuff that goes on around the initial ad concept. This proves yet again to be the case with this digital idea from BBH New York. Another example of digital platforms bleeding into traditional media disciplines, and creating something fun and innovative with it.
The AXE Anarchy Graphic Novel mashes together ‘Choose Your Own Adventure’ style narrative with participation from AXE fans around the world. Add them together and you end up with a ‘real time’ comic (all illustrated in the Marvel/DC Comic Book tradition) that incorporates the users whose suggestions won out. It should make for an interesting story, and would be interesting to see where this is taken, surely a printed version, or development of the characters further would be a great way to continue to build on the assets already established.
It’s a novel combination that, from the looks of the promo video, has been executed with flair and passion. (The AXE site from the brief glimpses you can see looks well done too. The YouTube channel is here). With the full release of the commercial coming up, and add in some ideas I worked on (natch), it’s looking to be a strong start to the year from one the world’s consistently strong advertisers.
Great initiative from Stella Artois out of Mother NY. In the spirit of Christmas Stella has created a rather lovely Christmas Jazz album (think more Diana Krall, less fucking Bublé). It’s a free download, cute little site, and definately gets you into the festive spirit. Get over to Under The Holiday Star to pick up your copy.
So over at the (recently discovered) Design Chapel blog, North Kingdom founder Robert Lindström gives us a detailed breakdown of their new work (in collaboration with Forsman & Bodenfors) for Volvo. Volvo Cross Country Travelsis a multi platform experience that brings to life 25 of the most spectacular adventures in Scandinavia.
To be honest, Robert’s detailed breakdown on his own blog does a far superior job than I ever could of explaining the reasoning behind each creative decision. I want to focus on what a fully realised, and excellent project this is. Every single touchpoint; the awesomely well executed website, (which acts in it’s own right as the best tourist guide to Scandinavia you’ll find on the web), which works seemlessly across tablet and mobile platforms, to the films shot for each experience, are flawlessly executed.
The sense of an adventure is enhanced by the smaller touches of integration through the experience. The badges (see below) are cute touch that work across your digital prescence, e.g checking into Foursquare, and integrated into Google Maps as well as being real world objects, collectable in the same way that scout badges were for us as kids. It’s a little thing, that makes a huge difference to the overall effect.
This is always what you imagine a Volvo car should be doing, even though it’ll spend most of it’s time ferrying the kids to and from school and that’s some pretty powerful brand association. This project also shows (obviously you might say) the value of attention to detail in cross platform delivery and is another excellent example of a maturation of interactive experiences in 2011.
Kudos to all involved.
Exploring and deciphering the digitally excellent.