A CURIOUS STORY by REFLEX PARIS for Arjowiggins

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A CURIOUS STORY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency REFLEX PARIS
Creative Director Nicolas Izarn
Art Director Nicolas Drago
Photographer Gregoire Alexandre
Released June 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: ARJOWIGGINS CREATIVE PAPERS
Product/Service: CURIOUS COLLECTION
Agency: REFLEXPARIS
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: REFLEXPARIS, Paris, FRANCE
Entry URL: http://www.curiousstory.com/
Chief Executive Officer: Luc Besnier (Reflexparis)
Creative Director: Nicolas Izarn (Reflexparis)
Art Director: Nicolas Drago (Reflexparis)
Production Director: Erwan Gringoire (Reflexparis)
Account Manager: Romain Zanatta (Reflexparis)
Flash Designer: Romain Glé
Photographer: Grégoire Alexandre
Set Designer: Hervé Sauvage
Media placement: Website - Web - 6 june July 2009

Describe the challenges and key objectives
A Curious idea: The challenge was to present a new range of papers, Curious Collection, on the Web. We set a brand universe inpired by tales and dreamlike stories. Our ambition was to let users immerse themselves into this universe. We made the website interactive and playful. The stake was to invite users to live a unique experience. That's why we decided to present the paper in a new way, and surprise our targets using augmented reality, to make them go futher into the experience, and bringing paper to life in a different way.

Describe the brief from the client
A Curious background: Curious Collection is a range of creative papers, developed by Arjowiggins Creative Papers. Gathering avant-garde papers, Curious Collection is a technological and creative showcase for the brand. This range has quickly made a name among art directors, graphic designers, production managers and printers. Therefore the complete overhaul of this range was a major event. Arjowiggins wanted for this launch a communication campaign matching the papers’ creative possibilities.

Describe how you arrived at the final design

A Curious design The purpose of the website was to have a complementary approach to the print material. Telling a story using an original communication territory, creating a new experience, a new travel. We wanted to present the different papers in a disuptive way, and go futher than a simple photo gallery... The story we wanted to tell had to be immersive, so that everyone could enter the brand's universe: Curious Collection was about to create a strong experience with all internet users...

Give some indication of how successful the outcome was in the market
http://www.pixiome.fr/2010/03/curious-story-by-gregoire-alexandre/ Le creative sweatshop: "A very precise and accurate campaign using Curious Collection Papers. As usual, the brand offers impressive instalations..." http://www.trendsnow.net/2009/07/curious-story.html Dongedy: "It is magnificent! And by the way congratulations for the relooking of the website ;)" Re: Seen well! 'And refresh superb by the way;)' http://www.dragoniko.com/blog/?p=169#more-169 A magnificent Web site at the cutting edge of the technologies with an excellent work of Grégoire Alexandre. Well done!