Peter Schafrick DM, Case study FLIP BOOKS by Leo Burnett Toronto

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FLIP BOOKS

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Industry Business equipment & services, Corporate Image
Media Direct marketing, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Photographer Peter Schafrick
Released May 2012

Awards

Kinsale Shark Advertising Festival 2012
DESIGN ANY OTHER BRONZE

Credits & Description

Category: Self Promotion
Advertiser: PETER SCHAFRICK
Product/Service: PETER SCHAFRICK
Agency: LEO BURNETT TORONTO
Chief Creative Officer: Judy John (Leo Burnett, Toronto)
Creative Director: Lisa Greenberg (Leo Burnett, Toronto)
Writer/Designer/Art Director: Chris Duchaine (Leo Burnett, Toronto)
Writer/Art Director/Designer: Scott Leder (Leo Burnett, Toronto)
Photographer: Peter Schafrick
Printing/Producing: Somerset Graphics Co.
Foil Stamping: Pine Press
Binding: Beck Bindery Service
Media placement: n/a - n/a - n/a

Describe the brief from the client
Peter Schafrick is a still-life photographer that specialises in liquid and motion. He needed a new promo piece that conveyed just that.

Describe the challenges and key objectives
Art directors are subject to reams and reams of promo pieces from photographers. We need to figure out how to get them to spend time with the piece rather than just toss it out.

Describe how you arrived at the final design
We created flipbooks that don’t move when flipped. Not only can people not help but flip the books, it also proved that because Peter’s photography already has so much motion, we didn’t need to add any.

Give some indication of how successful the outcome was in the market
The flipbooks have gotten Peter Schafrick a lot of attention. Having sent out promos before, Peter has never received the amount of emails he’s gotten with these flipbooks. Art directors love them because they are cheeky. Designers love them because they are beautiful. Either way, the tendency to keep them as reference is much higher than with Peter’s previous promos.