NAPKIN SCRIBBLES by Tribal London for Volkswagen

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NAPKIN SCRIBBLES

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Industry Cars, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Tribal London
Executive Creative Director Jeremy Craigen
Creative Director Grant Parker, Joana Wenley
Designer Pete Mould
Released November 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: VOLKSWAGEN
Product/Service: SEE FILM DIFFERENTLY
Agency: DDB UK
Executive Creative Director: Jeremy Craigen (DDB UK)
Creative Director: Grant Parker (DDB UK)
Art Director/Copywriter: Sigrid Egedal (DDB UK)
Art Director/Copywriter: Oli Rimoldi (DDB UK)
Designer: Pete Mould (DDB UK)
Agency Board Account Director: Paul Billingsley (DDB UK)
Illustration: Various (DDB UK)
Art Buyer: Julie Hughes (DDB UK)
Client Marketing Director: Rod Mcleod (Volkswagen)
Client Account Director: Natalie Lamont (Volkswagen)
Agency Account Director: Alexandra Wrigley (DDB UK)
Agency Account Manager: Laura Balfour (DDB UK)
Planner: Tom Lloyd (DDB UK)
Media placement: Napkins - In The Foyers, Cafes And Bars Of 190 Independent Cinemas Across The UK - November 2011

Describe the brief from the client
To develop an engaging in-cinema creative for viewers to take home, and to raise awareness of Volkswagen’s long-running ‘See Film Differently’ campaign. These should feel like a natural part of the indie cinema environment, have cut through with the film buffs that attend indie cinemas and convey our ‘different take on film’. The campaign tone of voice should have Volkswagen’s usual humour and intelligence.

Describe the challenges and key objectives
Past collateral has been too large to take home (eg. large standees in the foyers). We needed also to create non-event specific collateral so they can be used throughout the year. Most importantly, they needed to increase brand affinity amongst independent cinema goers through a witty and intelligent Volkswagen take out.

Describe how you arrived at the final design
To reflect Volkswagen’s integration with independent cinema we created 10 napkin designs; scribbled ideas fresh from filmmakers’ minds. This allowed cinemagoers to stumble upon the napkins in bars and foyers, giving them the feeling of discovering a piece of film history. The back-of-a-napkin scribbles give an insight into the thought process that producer, scriptwriters, costume-designers etc. could have been through when making iconic film decisions. To make the designs feel authentic, we used illustrators from different backgrounds, such as costume-design and composing. Film titles are not directly referenced in the scribbles, encouraging viewers to work them out for themselves.

Give some indication of how successful the outcome was in the market
The desired response of this activity was to increase people’s liking and consideration for Volkswagen. To test this, Volkswagen commissioned research that compared opinions towards the brand of recent attendees of independent cinemas with a demographically matched sample. Results showed a statistically significant increase in consideration, as well as a number of other important brand-image metrics such as ‘innovation’ and ‘for people like me’. Cinemas also reported that many cinemagoers started to collect each design, some even calling up to ask for more. In fact, there was so much demand; we had to print a second batch across 190 venues.