Global Marketing Platform
Spark
‘If a Product is a Design Product, if the three major Elements, Quality, Functionality and Aesthetics are perfectly combined, Advertising becomes just an additional Tool.’ Although VW-Chief Designer Walter de’Silva here talks about the Volkswagen Car Models in particular, it is this same Attitude that informs our Approach to a new global Internet Design for the Brand.
We believe that People don’t necessarily visit Car Sites to configure Cars Online, but to create Stories about ‘Man and Car’. Thus, the Aim was to develop a Platform which enables Users to create and experience many different Kinds of Stories. The new Digital Framework primarily serves to support the User’s Storytelling and, being completely Data-driven, puts their Consumer Needs and Wants at the Centre of Interaction. Yet, at the same Time, the Platform also still delivers the Core Values of the Brand, and so ultimately becomes the Basis of Volkswagen’s Digital Business Strategy.
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Keeping me in Suspense for about a Year and a Half, it was a long and exhausting Path from winning the Pitch to the final Design. But it was a great Experience too, and a fantastic Project that wouldn’t have been possible without the Help of an amazing and dedicated Team at argonauten G2, including Vera Krautwurst, Martin Lange, Judd Labarthe, Matthias Trick, Frank Müller, Markus Kleine-Vehn and Florian Mlodzik to mention only a few Names among many who worked tirelessly with me over the past Months and did an outstanding Job.
A first Pilot has just been launched in Italy to test Consumer Acceptance and Market Success. But most exciting will be to see in what Ways the other Marketplaces will take on our Concept and Design, and how it might be further developed towards Rich Media, Broadband Content and Interactive Media Functions. I’m looking forward to the Stories Volkswagen will be able to tell through the new Digital Platform, and what kind of Feedback they will get from their Fans around the World.
Brand Site/Branding Campaign
Spark
We were asked by Atletico International to convert their stunning new Campaign for REPLAY your fragrance! into the Realm of the Digital. ‘One Drop of Water Can Replay Your Fragrance.’ - A Brand Promise based on technical Research culminating in this new Fragrance. Our initial Launch Pad: the spectacular Watercolour Drawings by Artist Stina Persson. PSYOP NY used flowing Colours to reproduce the Art Work for the TVC. We took the Idea a step further: we reverse-engineered the Drawing Process and developed a Tool that allows each User to create their own Watercolour Painting. Replay your Fragrance. Repaint your Image - and spread it!
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A Big Idea that works perfectly across different Touch Points. Unfortunately, not all our Ideas made it into the first Campaign Flight. Ideas about Gesture-Based Interactive Digital Shop Windows, Public Life Painting Projections and iPhone Apps are still waiting to get replayed.
Awards DDP 2010 - FMCG - Bronze / The Hive Awards 2010 - Honorable Mention, Promotional Microsites Beauty
Recognition Design Journal / spyline / Flash Allstars / irie
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Live Streaming Platform/Branding
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The most fanatical Supporters of the best Symphony Orchestra in the World live in the United States and East Asia, where Concerts and entire Tours are sold-out Years in advance. So, why not built a Digital Concert Hall - as a Substitute for the confined Space - that offers existing and new classical Music Lovers around the World to discover a unique Experience of Live-Streaming Concerts in the highest possible Quality? A great Honour for us to take on such an innovative and creative Challenge for this exciting Brand. The first specialised Online Classic Portal, Live and in Full-HD.
‘That’s how Web TV for large cultural Institutions should look like.’
LeadAcademy Principal Markus Peichl
‘Then there’s the Digital Concert Hall: the most successful Orchestral Live-Streaming Project on the Web. It’s a Sign of the Times that the World’s most tradition-bound Ensemble is now a Web Trailblazer, opening up the hallowed Halls of Berlin’s Philharmonie to an infinitely wider Audience.’ The Guardian
Spark
The basic Idea for both the Layout and Motion Aesthetics of the Application derive from a Realtime Concert Experience and encounter with Hans Sharoun’s complex yet balanced, democratic and timeless architectural Work. Quoting Max Frisch: ‘I feel guided as if walking through a Labyrinth, - guided, not lost – guided by the Spirit of the Space itself. Guided by the Pleasure that unfolds. […] beguilingly guided by the Architect’s Wit.’
Awards ADC Global 2009 - Gold Cube Interactive / One Show Interactive 2009 - Bronze Pencil / One Show Entertainment Award - Finalist / LeadAwards - 2009 - Gold / New York festivals interactive advertising award 2009 - Best Use of Medium/Website - Gold WorldMedal / New York festivals interactive advertising award 2009 - Entertainment Promotion - Silver WorldMedal / The FWA [Favourite Website Awards] Site Of The Day Award - 2009 / Golden Award of Montreux 2009 - Finalist / Cannes Cyber Lions 2009 - Shortlist / WPPED Cream Awards - Highly Commended / The 14th Annual Webby Awards - Official Honoree for the Music Category
Press Feedback Deutsche Bank / dpa / FAZ / Financial Times / Press Release LeadAwards / SZ / The Korea Times / The Guardian / The New Yorker / YouTube Channel / ZEIT
Promotional Trailer/Image Spot
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The Brand JUVENA was past its Peak, and we were called to rescue the falling Star and bring it back to Light. Our secret Weapon: ‘MasterCream’, the newest Development from Beiersdorf, an exclusive, premium-quality and high-priced skin-rejuvenating Care Cosmetic.
Spark
To ensure the Brand’s strategic Repositioning, we initially put a Multi-Channel Launch Campaign for ‘MasterCream’ into Action. For the Client’s internal sales Purposes, we developed an Image Spot that stunningly demonstrates the Brand’s Evolution from Past/Dark to Now/Spark. The Pace of the Spot is determined by Thorsten Minning’s dramatic Sound Design.
Brand Site/Shop
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The La Prairie Styleguide is tough. Like in classic Swiss Design, the applicable Design Elements are limited to the very Basics. Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away.
Spark
In the Digital Space however, classic Design Categories are extended in the Dimensions of Time, Space and Interaction. The following are two different Approaches for the new La Prairie Online Appearance:
Capture the Magic! Move around the Sculptural Arrangements and marvel at their Beauty. Stop Time for a Moment and indulge in the Magic of La Prairie! And an Analogy to a successful Retail and La Prairie Outlet Practice: a Celebration of the Icons in a virtual Treasure Chest - an illuminated Cube.
Recognition Attila Hartwig represented by Emeis Deubel
Pitch/Brand Site
Spark
We set out to re-shape the Jewel Brand of the Beauty Industry and eventually won over La Prairie’s Interactive Marketing Budget. The general Approach was to create a fresh, clean state-of-the-art Design that implies Credibility, Precision and Attention to Detail like a Swiss Clockwork. Its true seductive Magic, however, unfolds beneath the Surface. The Images were created in Cooperation with the Berlin based Photographer Attila Hartwig.
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A tough, two-stage Beauty Contest that kept us in Suspense for more than five Months. The most fascinating Aspect: In the second Stage we were challenged to a Layout Duel by a French Agency highly rewarded in the Beauty and Fashion Industry. The Decision eventually did go in our Favour though, because of the genuine Look and the understanding we showed towards the Brand’s Requests. According to La Prairie: ‘The best One won!’
Recognition Attila Hartwig represented by Emeis Deubel
Press Release HORIZONT
WebSpecial, MicroSite
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Volkswagen is launching a global Micro Site to support their Cross-Media ‘Think Blue.’ Image Campaign. We’ve developed a storytelling Approach that follows four Drivers in four international Cities who are given Advice about environmentally aware Driving and Cost Saving on their Way through heavy Road Traffic. The biggest Challenge: How do we connect the Stories authentically with each other but without going beyond our Budget for the Job.
Spark
We found a Solution in creating Filmic Compositions that are made of High Resolution Photographic Images. Shooting in Berlin, Munich based Photographer Frank Bauer took three stunning, greatly atmospheric Series, which Art Directors Heiko Keppel and Corinna Vidic then mounted in a reduced Layout employing Split-Screen Technique and Animation Dramaturgy.
Recognition spyline
Decentral Online Strategy
Spark
Our Assignment seemed simple enough at first: to bring the new German Fanta Campaign ‘Drink Fanta, live more colorfully’ to life on the Web.
But we knew that bringing more Color into the real Lives of our Users would take more Effort than just splashing some Orange around. Besides, we wanted to do more.
So we claimed the entire digital Space as Fanta’s Playground. We built multiple Platforms: a Microsite on MySpace, a Homepage Takeover on bravo.de, and of course a Campaign Annex on fanta.de. Rounding out our Multi-Platform Approach were Newsletters and a massive Banner Campaign.
But we knew that bringing more Color into the real Lives of our Users would take more Effort than just splashing some Orange around. Besides, we wanted to do more.
So we claimed the entire digital Space as Fanta’s Playground. We built multiple Platforms: a Microsite on MySpace, a Homepage Takeover on bravo.de, and of course a Campaign Annex on fanta.de. Rounding out our Multi-Platform Approach were Newsletters and a massive Banner Campaign.
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As is so often the Case in a World where the Digital Agency gets briefed only after the Ad Campaign has already been invented somewhere else, we were tasked to make the global Idea work in Germany and gave Tonality, Setting and Characteristics of the Story a clever Twist for the Requirements of our Market.
Awards DDP 2009 - 2 x Bronze / Mobius Award - First Place Mobius Award 2008 / One Show Interactive 2008 - Merit Award {Global Toolkit} / New York festivals international advertising award 2008 - Animation - World SilverMedal {Global Toolkit}
Recognition Selection - Germany’s Finest Agencies / Annual Multimedia / FISCHER’S ARCHIV - Lead Campaign of the Month 07/09
Brand Site/Campaign
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The visual Universe of the new global Brand Campaign ‘The Coke side of life’ is truly amazing - a mind-blowing TVC {‘Happiness Factory’ by Wieden/PSYOP} and the illustrative Sixties Splash Style developed by AKQA. But the Question now was how to combine such solitary Components and turn them into a seamless, digital Experience for German Coke Fans?
‘Best Online Adaptation of a Coke Campaign and first international Trial of a Commercial Use of a Web 2.0-platform in the Coke Universe.’ Mark Greatrex, SVP Marketing Communications and Insights
‘Long-term Brand Platform offering Opportunities way beyond your average integrated One-Off, incorporating Music, Art and Online.’ Contagious 13
‘It was, amongst other Things, just the right Time for Coca-Cola to operate the target-group-specific Development of the Brand through the Web. That’s where the Impulse springs from now, the conventional Sector today becomes less and less important.’ PAGE 01/07
Spark
‘Freedom within a Framework’ was our Motto. A Firework of dynamic Contents alongside a subtle Animation Concept paid off and made the Site not merely a Success but a Master Sample for various local Market Adaptations.
Awards New York festivals interactive new media award 2007 - Bronze WorldMedal / Deutscher Designer Club - GUTE GESTALTUNG.07 - Bronze / Favourite Website Awards [FWA] - Site Of The Day / Annual Multimedia Award 2007 / DDP 2008 - Silver
Recognition Jahrbuch der Werbung 2007 / PAGE 01/07 / VISUAL-X / Newstoday® / NewWebPick
