Iggesund Design & Branding VIRTUALLY REAL by Landor Paris, Schindler Parent

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Industry Stationery
Media Design & Branding
Market France
Agency Landor Paris
Designer Johanna Roca
Agency Schindler Parent
Creative Director Jason Little Re
Art Director Stéphane Quezel
Designer Alice Genaud, Joao Peres, Catherine Van Der Werff
Released November 2010

Credits & Description

Category: Self Promotion
Advertiser: IGGESUND
Date of First Appearance: Nov 19 2010
Creative Director: Jason Little (Landor Associates)
Design Director: Rob Evers (Landor Associates)
Design Director: Brad Stevens (Landor Associates)
Production Director: Maureen Baroni (Landor Associates)
Art Director: Stéphane Quezel (Landor Associates)
Designer: Alice Genaud (Landor Associates)
Designer: Johanna Roca (Landor Associates)
Senior Designer: Jean-Paul Lehfeld (Landor Associates)
Designer: Catherine van der Werff (Landor Associates)
Designer: Joao Peres
Media placement: Direct Mailing - 5000 Mailings - 1 November - March 2012
Media placement: Temporary Exhibition - Museums And Galleries - 23 November 2010 – March 2012

Describe the brief from the client
To promote their paperboard, Invercote, to the design industry, Iggesund asked us to create a piece of design that would show how this product can be a magical tool in the hands of creative people. That was it.

Describe the challenges and key objectives
With paper losing relevance in an increasingly digital world, we had no choice but to tackle our competition head on. We needed to create relevance for the product, and try to engage the audience beyond simply a push strategy that left them with a nice piece of paper promotion design.

To be successful, we needed to get them involved, become part of something bigger, and create design that was part of a bigger conversation.

Describe how you arrived at the final design
With an international cast of designers, we created a series of artworks within a 70x70 pixel grid that challenged this move from physical to digital. 30,000 physical cubic pixels were printed and produced – an ordinary pixel becoming an 8-sided pixel of depth, each side part of all the artworks and employing multiple special finishes.

Selected artworks were then built to 3mx3m, hoisted onto oversized easels, and sent on tour around the world starting in Paris. 5,000 pixels were also sent as invites to the various exhibitions, leaving individuals with a piece of each design, and ultimately making them part of the bigger picture.

Give some indication of how successful the outcome was in the market
Awareness of the project has been widely received – coverage in blogs and magazines across the globe is helping raise awareness of Invercote within the creative Industry, whilst the global exhibition continues to engage an audience from every major city it exhibits in.