[2014 부산국제광고제/Silver] Fedrigoni Germany 'The Paper Skin' 본문
[2014 부산국제광고제/Silver] Fedrigoni Germany 'The Paper Skin'부산국제마케팅광고제(MAD STARS) 2014. 9. 25. 08:00
종이로 만든 카메라 'The Paper Skin'
Fedrigoni는 종이 회사로 유명합니다. Fedrigoni Germany 는 라이카(Leica) 카메라와 협업을 진행해
X2 시리즈 카메라의 바디를 종이로 입혀 한정판 카메라를 내놨습니다.
종이로 카메라 스킨을 입히다? 가능할까요?
Fedrigoni Germany는 종이 스킨의 내구성, 긁힘, 온도, 약품 테스트 등
수십개의 다양한 테스트를 거쳐 라이카 카메라에 정교하게 종이 스킨을 입혔습니다.
종이가 카메라의 스킨이 될 수 있다니, 놀라운 일입니다.
이렇게 만들어진 X2 시리즈 카메라 한정판은 모두 매진이 되었고, 명품이라는 극찬을 받았습니다.
좋은 퀄리티의 종이와 카메라와의 만남을 통해 누구도 상상할 수 없는 또다른 '작품'이 만들어 졌습니다.
이 광고는 2014 부산국제광고제 디자인 패키지 부문에서 Silver를 수상했습니다.
We were briefed to address both existing and new customers: the worlds top designers, most premium printers and luxury brand owners. The objective was to create interest for Fedrigoni and beyond those B2B conversations about their bespoke packaging papers. As a strategy for the campaign we decided to create inspiring and activating content, demonstrating how Fedrigoni paper can add tangible value to premium packaging. To tell the story of a paper like no other it needed a brand experience like no other. So we told it by a brand like no other.
We put the legendary Leica X2 in a box that was both, a sample book and the packaging. But in it there wasn’t any Leica X2. We created a limited edition by committing a design sacrilege: we replaced it’s iconic leather banderole by it’s packaging material. A simple idea had turned a luxury brand into an ambassador of a low interest product. And considering that manufacturers had always handed out sample books for free so far this time we sold them for 3.900 EUR each!
The 25 limited Masterpieces were sold out immediately ? and floor-traffic in Fedrigonis B2B showrooms increased by 78%. More than 48.000 views on YouTube and over 50.000 views on Adobes Creative Community “behance” demonstrate the contagiousness. More than 5.000 appreciations and 300 comments proof relevance. It created such a huge buzz amongst the design minded target, that March 2014 issue of NOVUM even used Fedrigoni as it’s cover paper. But when it comes to direct business impact, this tweet by legendary Eric Spiekermanns brings it to the point: “Great work! Where can I buy this paper?”
Relevance: We put the paper through all of Leicas uncompromising quality tests: It had to survive 400 cycles of heavy abrasion, extreme temperatures and aggressive liquids like Acetone. It persisted officially, so second skin became first skin. Can packaging get any better? This symbiotic mash up turned product design the into the most compelling communication design. The uplifting effect of the packaging added so much value to the iconic Leica Camera, people willingly paid twice the price of a regular Leica X2. That just demonstrates how the target audiences perception and action towards Fedrigoni changed immediately.
Agency_Geometry Global Germany