DANNY DYNAMO by Big Wednesday for Ad Dynamo

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DANNY DYNAMO

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Industry Advertising & Communication
Media Design & Branding
Market South Africa
Agency Big Wednesday
Creative Director Jake Bester
Illustrator Kronk, Dani Louriero, Keenan Gaybba
Released June 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: AD DYNAMO
Product/Service: PAY PER CLICK ADVERTISING
Agency: BIG WEDNESDAY
Creative Director: Jake Bester (Big Wednesday)
Illustrator: Kronk (Freelance)
Illustrator: Keenan Gaybba (Freelance)
Illustrator: Dani Louriero (Big Wednesday)
Writer: Paul White (Freelance)
Print Production: Paul Livingstone (Big Wednesday)
Account Manager: Sara Karonowski (Big Wednesday)
Media placement: Comic Book - Sent out B2B - 6 June 2011

Describe the brief from the client
Our brief was to communicate AD:DYNAMO’s ability to pair online publishers and relevant advertisers to clients in the new international markets the company was entering. Setting up a business in multiple new international markets simultaneously is a daunting task and what was needed was a powerful communication tool that would not only explain what AD:DYNAMO did, but do so in many different languages. The Danny Dynamo comic would therefore be either sent ahead to clients in these markets to gauge demand for AD:DYNAMO’s services or used as a tool and leave-behind where actual face-to-face meetings were possible.

Describe the challenges and key objectives

The goal was to create a coherent piece of communication that was still visually arresting. At the same time, it was vitally important to ensure that the relation between the copy and the visuals was strong. The scripting process was equally important, that meant creating a story that explained our clients market offering in a way that people would find interesting enough to read. Creating a comic book is not as easy as it looks. It generally involves a lot of guilt on the writer’s part as the illustrator slaves away, drawing, tracing, scanning, colouring and designing, all by hand.

Describe how you arrived at the final design
The visual expression of the idea consisted of crafting characters that embodied their words and personalities. One of the greatest joys of this project was breathing life into these characters and using the comic medium to our advantage.
You find yourself not just a writer and an illustrator but also a director, set-decorator, art-director, DOP, fashion stylist and lighting technician. On the bright side, there are no actors with egos, no adverse weather to contend with or roads to be closed and, on top of that, the characters do what you feel is best and don’t even need to be fed.

Give some indication of how successful the outcome was in the market
Customers around the globe have heralded the comic as world class. 1000 copies in English have been dispatched as well as 1000 in Spanish. We are now in the second round of printing as the client wants to distribute more. Danny Dynamo has also been shared on and offline by top creatives, magazines and blogs due to the intricacy and detail of the illustration.