Showreel: leer
leer linie leer linie leer
leer
leer leer

Client:
Henkel AG & Co. KGaA

Project:
Pritt Paper Gang


Links:
Pfeil Website
Pfeil Youtube
Pfeil Facebook

leer
leer
A small step for a paper man …
leer

Every kid knows Pritt. So does every grown-up. Only teenagers are indifferent to the brand – because they are indifferent to crafting. That’s about to change. Crafting is making a comeback. And revolutions need heroes. We’ve taken the liberty of creating some …

leer
Summary:
linie linie
leer

Pritt scores where teens don’t hang out: offline. That’s a dilemma. And a chance – because teenagers are digital natives. And with that the most demanding target group in the whole World Wide Web. They won’t be reached by preaching the brand message, but with web credibility and personalities they can identify with – like Kørt, Schulze, Admin, Ron and Glaze, aka: the Paper Gang.

They are the new kids on the blog – and our campaign’s heroes. Because they embody what Pritt wants to be for its new target audience: not a childhood companion but an instrument for individuality and expression – with factored in coolness. There is another important thing the Paper Gangsters have in common with their target group: they are at home in both worlds – with profiles in all relevant communities and templates for crafting with Pritt.

The card(board)-carrying stars are promoted through a large-scale banner campaign, downloaded as crafting templates, glued together offline, photographed, turned into a stop-motion film and uploaded again. At the contest on the campaign’s landing page, fans prove how well digital and analog crafting complement each other. And with hundreds of exceptionally creative submissions that turned “self-made” into “usergen”, our mission was fulfilled: uniting digital and analog in the spirit of crafting – and in the name of Pritt.

leer
leer
Screenshots:
linie leer linie
papergang leer

Send the Bloods and the Crips packing: the Paper Gang iz in da hood.

leer
vorlagen The best of two worlds: on- and offline. Users download templates to create stop-motion films.
leerleer
papergang

The videos are subsequently uploaded and submitted to the campaign landing page’s contest, where users vote for their favorite entries.

leerleer
papergang

Pfeil View Banner

Our large-scale banner campaign omits no teenybopper platform to announce the web debut of the new brand ambassadors.

leerleer
leerleer
 

 

leer
leer