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Industry Advertising & Communication
Media Design & Branding
Market Lebanon
Released December 2009

Credits & Description

Category: Self Promotion
Product/Service: DESIGN COMPANY
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: PENGUINCUBE, Beirut, LEBANON
General Manager/Producer: Tammam Yamout (Penguincube)
Senior Art Director/Designer/Animator: Hosni Auji (Penguincube)
Microelectronics Engineer: Carlos Lint (Freelancer)
Media placement: Promotional Item - 2000 Units Mailed To Clients, Suppliers, Prospects And Friends - 10th December 2009

Describe the challenges and key objectives
We knew pretty early on, that we wanted something along the lines of an electronic toy, what we didn't know was how we could do it. Being a graphic design studio in a region that has virtually no electronic industry, how were we to develop such a device? The objective we set was to literally take it step-by-step. To develop the animation, find an engineer to develop a prototype, send that prototype to a few manufactures we were corresponding with in China and really hope for the best. Though we met significant hurdles along the way, it worked.

Describe the brief from the client
We were to uphold our company's annual tradition of releasing a self-promotion item that 'one-ups' that of the year before. For the past years we've cooked up quirky calendars, and though they weren't the most efficient way of conveying the date, they were often lauded as fun and creative pieces. Generally, our items need to be more than just printed matter and must be objects in themselves. For 2010, we needed an object that had the same fun and quirkiness of our past items but something that very clearly pushed the boundaries of our own discipline.

Describe how you arrived at the final design
The team really liked the idea of watching an animation from a cardboard box and everyone threw in ideas for what the animation should be about. In the end, we organized an 'exquisite corpse' exercise whereby each member of the team drew a sequence of frames and passed them on to the next member, concealing all the frames except the last. The next person had to continue the story based on that frame and so on. These frames were finally compiled and transcoded into pixel graphics.

Give some indication of how successful the outcome was in the market
To maintain year-long interest we decided to unlock one frame every 12 hours. Essentially that means that you can only watch the full animation after 365 days have passed. Needless to say, we got calls and emails from frustrated people asking for a way to unlock the whole animation at once. This however really worked in our favor, because the suspense created a real buzz. People were constantly wondering, what would happen and at client meetings, there would be short discussions about the events of the animation. Ultimately, this buzz coincided with 200% more design proposal and inquiry requests.