There’s a new gang in cybertown: the Paper Gang.
It’s not easy being teen. But thanks to the Paper Gang, it’s gotten a whole lot cooler! And although it may seem like just a small step for paper man, it’s a big move for glue manufacturer Pritt, who have charged us with attracting the young, digital natives to (re-)connect with the brand.
Say hey, yo, whaz’ up to the Paper Gang, a mixed bunch of crazy characters reflective of the teenagers’ own lifestyles.
They have a hip website, their own social media profiles and some strategically placed and unusual banner ads to their name – so, basically, they’re taking over the adolescent web wide world!
But it’s not all online fun and games: The Paper Gang has launched the ultimate analog/digital contest and is dangling some pretty cool prizes in front of the juveniles!
First – and the offline part of the challenge – is crafting existing gang members or freestyling new characters with the templates provided. 
After having reconnected with the brand’s message of craft, fun and play – the contemporary, digital element enters the picture – literally: stop motion animation and the appending video upload for the contest.
So far, it’s got the “createens” pretty excited: on a single day the Gang scored nearly 500 new friends on their SchülerVZ profile while entries for the competition started flooding in merely a few days after the campaign launch. But let’s start at the beginning…
On the first day… Character creation.
Be digital and multiply: character design – almost done…
Let there be character design – done!
What’s in a character? Checking with the target group.
It’s elemental: the Gang’s backdrop.
Attention – and a lot of it – to detail: the character templates.
Her body is a templ…ate – her styling is optional.
Are you mimicking me? Don’t you dare mimic me!
It’s a test: crafting the Gang members.
Hey Admin, where’s your head at?
It’s gonna’ be bantastic: sketching banner ideas.
Stopping in the name of stop motion!
This is a gang’s world: Syzygy PG crew.
There’s a whole lot more to see – on flickr.
