| Title | PAPER CITY |
| Brand | RADISSON BLU |
| Product/Service | CAMPAIGN |
| Category |
A03. Video / Moving Image |
|
Entrant
|
DIGITASLBi Copenhagen, DENMARK
|
|
Idea Creation
|
DIGITASLBi Copenhagen, DENMARK
|
Credits
| Michael Vind-Knudsen |
DigitasLBi Nordics |
Client Partner |
| Paul Collins |
DigitasLBi Nordics |
Executive Creative Director Nordic |
| Nicolas Verhelpen |
DigitasLBi Nordics |
Concept Developer |
| Javier Rodríguez García |
Lobulo Studio |
Art Direction |
| Sebastián Baptista |
Lobulo Studio |
Technical Supervison and Motion |
| Toke Kristensen |
DigitasLBi Nordics |
Art Director |
| TJ Kiely |
DigitasLBi Nordics |
Content Marketing Associate |
| Ollie Edge |
DigitasLBi Nordics |
UX architect |
| Sophie Reeves |
DigitasLBi Nordics |
Content Marketing Lead |
| Lobulo Studio |
Lobulo Studio |
Production Partner |
| Shukri Adams |
DigitasLBi Nordics |
Front-End Architect |
| Lars Jakobsen |
DigitasLBi Nordics |
Front-End Developer |
| Maria Simonsen |
DigitasLBi Nordics |
Project Manager |
| Oliver Thomas |
DigitasLBi Nordics |
Project Manager |
| Kurt Beren Geiger |
DigitasLBi Nordics |
Senior Copywriter |
| Daniel-Cristian Loghin |
DigitasLBi Nordics |
Back-End Developer |
The Campaign
Designed and crafted down to every meticulous detail. That’s the ethos behind every Radisson Blu hotel, no matter the city they’re located in.
We took that literally and created the Paper City. We cut, pasted and folded five Radisson Blu destinations into one. And removed all the telltale landmarks in the process.
We then transformed it all into an interactive experience that unfolds the secrets of each city.
The Paper City was hand-crafted by 6 artists, with 70 square metres of paper, 20,000 exacto knives and 750 hours of meticulous folding. And no paper cuts were suffered in the making.
Creative Execution
The Paper City is an online experience made up of five key RadissonBlu locations, mixed and mashed into a single, make-believe city. By solving location-based and design-related riddles and clues, visitors could identify the individual cities in the mashup, thus entering a competition to win a round-the-world trip.
Scale
Paper City was a global campaign that was adapted for EN, DE, ZH, DA, NO SV, FR & RU
Brand relevance
Paper City reflected RadissonBlu's long heritage of creating designer hotels with stylish, modern and sophisticated attributes.
Touch points
The Paper City lived on a campaign website under radissonblu.com.
Owned channels such as newsletters, partner websites and blogger outreach programmes were employed in addition to social channels like Facebook, Instagram, Twitter, YouTube and Weibo.
Materials, style elements, design:
The buildings in Paper City were built from thick paper, while details were added with white PVC. A sober colour palette allowed the elements to breathe, and the users to leisurely the experience. To create contrast, dashes of colour were applied in the grass, water and sand while we also added trees, street lights and cars.
Methods and process
Paper City was first created in 3D and laid out in a grid system that allowed for camera movements into each of the 5 locations. Once we were satisfied with the layout and colour scheme, each building was “unfolded” for the purpose of cutting and folding in paper. The schematics of each building were then stencilled and printed on large sheets of paper. All the structures were then meticulously cut out by hand. The buildings were then folded and glued together, and erected on a surface made of wood and PVC.
Timeline
The creative process for Paper City began in February 2016.Construction started in mid-May and the experience went live September 1st 2016.