THE MAGICAL ADVENT CALENDER
| Title | THE MAGICAL ADVENT CALENDER |
| Brand | TELEKOM DEUTSCHLAND GMBH |
| Product/Service | BRAND |
| Category |
A07. Overall Aesthetic Design |
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Entrant
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DDB GERMANY HAMBURG, GERMANY
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Idea Creation
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DDB GERMANY HAMBURG, GERMANY
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Idea Creation 2
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adam&eveDDB London, UNITED KINGDOM
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Media Placement
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MEDIACOM Düsseldorf, GERMANY
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Production
|
UNIT9 London, UNITED KINGDOM
|
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Production 2
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TONY PETERSEN FILM Hamburg, GERMANY
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Production 3
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THE MILL London, UNITED KINGDOM
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Production 4
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HASTINGS MUSIC Hamburg, GERMANY
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Production 5
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MOKOH MUSIC Berlin, GERMANY
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Additional Company
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FACTORY London, UNITED KINGDOM
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Additional Company 2
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SONNY London, UNITED KINGDOM
|
Credits
| Dennis May |
DDB Group Germany |
Chief Creative Officer |
| Fabian Roser |
DDB Group Germany |
Managing Director Creative |
| Karsten Ruddigkeit |
DDB Group Germany |
Executive Creative Director |
| Michael Zölch |
DDB Group Germany |
Creative Director |
| Alessandro Rocco Tramontana |
DDB Group Germany |
Art Director |
| Carsten Hohenstein |
DDB Group Germany |
Senior UX Designer |
| Sarabjeet Singh |
DDB Group Germany |
Creative Technologist |
| Dominika Zajac |
DDB Group Germany |
Art Director |
| Juliane Ollendorf |
DDB Group Germany |
Junior Art Director |
| Lena Schön |
DDB Group Germany |
Junior Art Director |
| Philipp Truebiger |
DDB Group Germany |
Junior Art Director |
| Thimon Machatzke |
DDB Group Germany |
Senior Copywriter |
| Jeannette Bohné |
DDB Group Germany |
Copywriter |
| Thomas Köhler |
DDB Group Germany |
Copywriter |
| Katrin Spiegel |
DDB Group Germany |
Client Service Director |
| Franziska Fischer |
DDB Group Germany |
Account Director |
| Lena Landsberger |
DDB Group Germany |
Account Director |
| Arianna Giese |
DDB Group Germany |
Account Manager |
| Stefan Sindram |
DDB Group Germany |
Head of Strategy |
| Meike van Meegen |
DDB Group Germany |
Head of TV |
| Julian Faas |
UNIT9 Ltd. |
Animation |
| Stephan Bischoff |
UNIT9 Ltd. |
Graphic Designer |
| Steve McGeorge |
UNIT9 Ltd. |
Graphic Designer |
| Ryan De Silva |
UNIT9 Ltd. |
Illustrator |
| Ilaria Ponticelli |
UNIT9 Ltd. |
Illustrator |
| Yog Joshi |
UNIT9 Ltd. |
Illustrator |
| Sophie Langohr |
UNIT9 Ltd. |
Motion Graphic / 3D |
| Axel Wagner |
UNIT9 Ltd. |
Sound Design |
| Bruno Imbrizi |
UNIT9 Ltd. |
Technical Director |
| Jan Brandt |
Jan Brandt |
Author |
The Campaign
In Germany there’s an advent calendar tradition to count the days in anticipation of Christmas – 24 days, 24 ’doors’, each with a little gift inside. Alongside this tradition we executed our campaign.
We wanted to show that life gives us more when we share. So we developed the story of Jonas, a little boy, who finds a special advent calendar: the magic advent calendar! But to his surprise all 24 doors are locked. He then finds out that in order to open every door he needs the help of one of 24 inhabitants of his village.
Creative Execution
Due to the wide range of offers on behalf of the Telekom, the task was to create a campaign that would reach young and old, to be demanding for Internet-affine users, and not to overcharge first users. All developed mobile first and for cross device.
Thanks to an interdisciplinary design the adventure was a consistent experience throughout all devices and channels.
Our 360°-storytelling experience entertained and surprised users every day anew throughout all channels: the YouTube online film, the Soundcloud audio book and the 360°-adventure made users explore the story interactively.
The highlight: The magic advent calendar. Every day our calendar led to a new chapter of the interactive audio book. Each one with attention to detail: hand drawn illustrations, all animated, set up in WebGL with multiple layers to generate a 180° view in 3D.
On top gamification elements for an immersive character of the digital adventure. Or the option to experience the whole story via Google Cardboard.
The campaign's core was deeply developed out of Deutsche Telekom's claim „Life is for sharing“. So users could experience the power of sharing themselves behind every door of the advent calendar. For example fundraising via Twitter: For every Tweet using the campaigns hashtag, Deutsche Telekom donated one Euro for a good cause. And by sharing the story users could unlock upcoming chapters for themselves.
In the end we did not only convince users to share our story, but to also convince our target group, that life gives us more, when we share.