The dictate: Develop an online holiday card concept that tied directly, visually to the brand in proprietary fashion. That is, an exercise in holiday card as brand burnisher.
Other creative-briefed must-haves:
* The concept had to have legs to extend, campaign-like, over several years.
* It had to avoid comic, cutesy and/or jocular themes (e.g. no Santa, no Rudolph, etc.); rather, the concept’s tone had to be one of “sophistication and serenity.”
The client was an absolute bear — a stickler for elegance, brevity and simplicity, while (of course) carping continually about budget concerns.
Fatt Lipp’s solution: a campaign built on 30-second flash animations of singularly serene solstice scenes. Within each execution, a winter-related icon with a round shape — e.g. ornament, wreath, skating pond — would morph into the client’s logo (also round). To further a campaign feel, Fatt Lipp proposed to use the same placid music bed in each execution.
The client loved the results. And the holiday card campaign — highly popular, if recipients’ glowing comments are any indication — is now in its third year. Have a look and let me know your thoughts in the Comment section.
BTW, a big HATT TIPP to interactive designer extraordinaire Michael Russo (firstname.lastname@example.org) for the outstanding work.