NEW LIFE FOR A CHRISTMAS TOY CATALOG
| Title | NEW LIFE FOR A CHRISTMAS TOY CATALOG |
| Brand | STOCKMANN |
| Product/Service | CHRISTMAS TOY CATALOG |
| Category |
H01. Integrated Mobile Campaign |
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Entrant Company
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DYNAMO&SON Helsinki, FINLAND
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Advertising Agency
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DYNAMO&SON Helsinki, FINLAND
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Production Company
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KORPIMEDIA Helsinki, FINLAND
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Credits
| Jussi Snicker |
Dynamo/Son |
Art Director |
| Paula Noronen |
Freelance |
Copywriter |
| Jani Saajanaho |
Dynamo/Son |
Motion Director |
| Rasmus Wilen |
Dynamo/Son |
Sound Design |
| Niina Pietilä |
Dynamo/Son |
Agency Producer |
| Antti Uotila |
Freelance |
Illustrator |
| Leevi Huhtamaa |
Korpimedia |
Programmer |
| Joonas Teurokoski |
Korpimedia |
Programmer |
| Kai Kirkkopelto |
Dynamo/Son |
Planner |
| Mia Oksala |
Dynamo/Son |
Account Director |
| Isko Salminen |
Dynamo/Son |
Technical Director |
| Jenni Kuisma |
Stockmann |
Client's Representative |
| Jenny Rinta-kanto |
Freelance |
Animation |
Creative Execution
We asked children’s book author and comedian Paula Noronen to create three compelling stories, and to go with those stories, we asked illustrator Antti Uotila to share his talent with us. Then we brought them to life: we placed illustrated spreads in the catalog with marked areas for smartphones. When the reader placed the phone on the marked area and typed in our website, an animation would appear bringing something never-before-seen to the good old toy catalog.
For each of the stories we also created a small game the reader could easily play on the smartphone after watching the animation.
The responsive website and games worked on all kinds of touchscreen devices. The main idea was to give the readers a gift – to bring pure joy to the children and give them something fun to play and watch all year round. Exactly that happened: the average time spent with the stories was 6 minutes and 40 seconds and the games and stories are still visited every day.
Big or small, the readers of the new catalog were delighted. And all it took was a little imagination and a smart phone.
Stockmann is known in Finland as traditional department store with a strong heritage. One of the biggest proofs of that is the Christmas toy catalog that Stockmann releases every Christmas. Children all over Finland greatly anticipate it and once it arrives, it is thoroughly read and studied. Gift wishes are picked from it and parents use it as a guidebook. But the problem was, that once the gifts were picked, the catalog would get tossed aside, forgotten and quickly thrown away. We wanted to change this and make the catalog more entertaining – something the kids could go back to agin and again. Thus came the idea of interactive children's stories that would come alive on the pages of the catalog with the use of a smartphone.