Australian Defence Force Digital The Paper Baron by GPY&R Melbourne

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The Paper Baron

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Industry Government & Other Authorities, Mobile applications
Media Digital, Interactive & Mobile
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Art Director Paul Meates
Illustrator Lewis Allen
Production Millipede
Released May 2012


London International Awards 2012
Digital Visual Design Silver Winner

Credits & Description

Entrant: George Patterson Y&R, Melbourne
Australian Air Force - "The Paper Baron"
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Corporate Name of Client: Australian Defence Force
Client Account Director: Kate Mathews
Agency Account Directors: Leah Champion/Julian Bell/ Alice Mason
Agency: George Patterson Y&R, Melbourne
Global Chief Creative Officer: Tony Granger
Executive Creative Director: Ben Coulson
Art Director: Paul Meates
Agency Producer: Luke Tellefson
Illustrator: Lewis Allen
Director of Photography: Donna Stevens
Digital Production Company: Millipede, Melbourne
Digital Director: Nick Sellars
Technical Developers: Warwick Buzacott/Tony Polinelli
Digital Designer: Kota Matsuda
Description of the Project
The Australian Air Force created ‘The Paper Baron’ - a simple, addictive, iPhone game made out of paper rather than pixels.
Ultimately, it was this paper aesthetic that dictated how the game would be played. A cloud, for instance, was a ball of paper that couldn’t be flown through. And if your plane caught fire, well that was cause for celebration.
The paper landscape was tailored with iconic buildings to match the city in which you were playing, and the experience was further personalised by allowing users to create local competitions called ‘Airstrips’. Only players standing in that area could compete against one another. Distances were marked out on google maps to show how far in reality your plane was thrown. The person with the longest distance became the Baron of that airstrip - a title as crazily sought after as becoming the mayor of your local café on Four Square.