The Toyota Avalon 2011
July 15th, 2010
Presenting the new Toyota Avalon 2011 in an entertaining and not so technical way...
Case Study / Swedish Armed Forces
Swedish Armed Forces
The Swedish Armed Forces is seeking to recruit the best people available in the 18- to 25-year-old age group – based on the premise: “Do you have what it takes?”. This concept was developed by DDB to change the perception of the Swedish Armed Forces. This time around they wanted to recruit new officers who were identified according to their psychological strengths.
OUR ROLE
In close collaboration with DDB and Jesper Kouthoofd, Inc., we developed and created the website and co-produced the TV spots for the campaign.
CHALLENGE
Grab and hold the attention of a very restless audience by taking them through nine complex personality tests where unconventional thinking and patience is put to the extreme.
SOLUTION
The audience is taken inside a mysterious testing facility that’s located deep underground. In a very dark and atmospheric setting nine test stations are lined up, one after each other – and without any possibilities available to skip ahead. Each test needs to be solved one by one. Not all tests are what they seem to be. Self-knowledge and perception are heavily challenged. Some are even impossible to solve. After the nine tests have been completed, a debrief follows with feedback on the actions the users have taken. The website is basically a single 90 meter long one take that was shot inside Muskö - which previously served as a secret naval base in the Stockholm archipelago. Almost everything was built on location as part of the set, which was then captured on film. The backdrop itself is a huge dry dock used to store u-boats and other military boats. The post-production involved a great deal of 3D, flash production and design to get the interactive layers in place. Sound design was also a very important part of the experience.
TARGET GROUP
Swedish men and women between 18-25 years old.
PARTNERS
Jesper Kouthoofd Inc (film), Gösta Reiland (DOP), The Producers (film production) Stopp (post-production, 3D and sound), Illianced (flash production) and Dinahmoe (sound) .
HIGHLIGHTS
Maybe the longest continuous take in Swedish advertising history (over 90 meters) served as the foundation for this very dark personality test experience which was filmed inside the former super secret military naval base Muskö.
FWA Site of the day
One Show Interactive Public service/Non-profit – Silver
Guldägget Production – Gold
