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- Agency: Ogilvy
- Location: Dusseldorf/Frankfurt
- Client: Kontor Records
- Name: Back to vinyl
- Category: Direct Mail
Why I like it: It’s rare these days to feature a piece of direct mail, but this one really stands out for its innovation…so unexpected, and hence quite delightful. The DM medium is beleaguered these days, but even the most tech-obsessed person watches this case video and says “wow…awesome!” The ease of interaction (no app downloads!), the transformation of a paper illustration into a “live” turntable, the blending of the old-world analog vinyl with the new-era digital playback, the fun interactivity (being able to move the needle is a key touch), and the pleasant subject matter (who doesn’t like to hear some tunes in the office?)…all just right, in a most charming way. Now, interestingly, what stands out here is the innovation (how they did it) much more than the idea itself. Yet, this is still clearly creative. Which begs the question, is technical innovation another form of creativity? I believe so. And the industry is increasingly recognizing it as a separate achievement/category. Perhaps the nuance is that innovation does not necessarily come pre-packaged with a soul…so it can be quite cold. The most powerful combination is when innovation is wrapped around an idea (ie, the soul), when the innovation elevates a strong idea. This is when things really start to shine. It’s the topic for a much broader discussion:)
Cannes Gold Lion winner (two of them)