North Kingdom » Case Studies

Adidas Teamgeist

admin — Tue, 10 Nov 2009 09:32:53 +0000

OUR ROLE

We worked directly with adidas Germany, and lead the entire campaign. We developed the strategy, concept and execution. As we usually do, we turned to our friends to help us out with this gigantic project.

CHALLENGE

Rather than develop a hard selling campaign for the new jersey, we wanted to create an engaging and immersive experience where the new jersey became a symbol for something greater than just a national team. Our ambition was to establish the adidas national team jersey as a symbol for everything that football stands for; passion, emotions, belonging, expectations and history. Integrating our ideas seamlessly into the global theme/campaign developed by 180 was also a great challenge and was identified as a key to success.

SOLUTION

We created a broad digital platform with a centerpiece in the form of a unique game experience. It takes place in a fantasy world where the user has to go back in time to save the German national team from losing their identity by finding the lost design elements of the new jersey. The platform also consisted of an augmented reality graphic novel, rich media banner campaign, a blog, viral films, Facebook fan page and a Facebook application – ”Be a part of the team”, where the users could see themselves in the new jersey.

TARGET GROUP

Primary group: Football crazy kids 14- 20 Secondary group: Football fans in general

PARTNERS

Direktörn & Fabrikörn, Dreamfield, Artopod, Thomson Interactive, Dinahmoe, ILP, Fido, More Media, Open, Blackbelt Monkey, Neuland & Herscher

HIGHLIGHTS

500 000 visits in first three weeks
FWA Site of the day
FWA Site of the month (December 2009)
2nd place in FWA Site of the Year 2009

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Swedish Armed Forces

Mia Wallmark — Wed, 13 May 2009 12:57:11 +0000

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

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Coke Zero the Game

Mia Wallmark — Fri, 01 Feb 2008 12:03:29 +0000

OUR ROLE

We developed the online concept in close collaboration with Coca-Cola Germany. North Kingdom was responsible from concept through filming, production and delivery, collaborating with many of our favorite partners and subcontractors.

CHALLENGE

While setting a unique creative direction for the game experience, our ideas also had to integrate with the direction already chosen and implemented by Coke: “life as it should be”.

SOLUTION

The Coca-Cola Zero challenge is an online browser-based action game where the users will find themselves acting out the adventures of the main character, Tim, in order to experience UEFA EURO 2008 and football as it should be. The story begins with Tim spending his last money on a bottle of Coca-Cola Zero when he suddenly is approached by three beautiful women. The women will show him what life and football as it should be is all about. But then he has to get inside the arena and reach the VIP area in time for the beginning of the match. The overall game objective is to play the game of overcoming the challenges that lay in front of Tim as he move towards the inside of the arena. Will he make it to the VIP area in time and get the full experience of UEFA EURO2008 and football as it should be?

TARGET GROUP

This was a campaign for the German market. The specific target group was young German men, aged 20-29 years old.

PARTNERS

Dreamfield, Rallymedia

HIGHLIGHTS

FWA Site of the Day
FWA Site of the Month
Clio Awards – Bronze
Cannes Lions – Silver
Rolled out in more than ten markets outside of Germany.

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Get the Glass

Robert Lindström — Wed, 07 Mar 2007 12:22:48 +0000

OUR ROLE

Once again we worked closely with Goodby, Silverstein & Partners, and transformed their early concept into an engaging gaming experience – more specifically, bringing expertise in design, animation, film, 3D modelling, programming and production.

CHALLENGE

This project really challenged North Kingdom on the highest creative level. First of all, there were high expectations after all the awards we received for Got Milk in 2006, and we knew we had to make this stand out. Also, we needed to make sure that the benefits from drinking milk was clearly communicated thoughout the game. Once we agreed on the conceptual path and the execution, the production had to be done in less than 4 months. That proved to be a very tough assignment!

SOLUTION

The integrated campaign is centered around the Adachi family, who all suffer from different milk-related shortages/problems. On the website, visitors get to know them better by taking on different challenges and at the same time assuming the risk of getting sent to the prison at Milkatraz. They are taking this risk so they can reach the mighty and highly desireable glass of milk at end of game play.

TARGET GROUP

This campaign is focused on milk drinkers in the U.S. market.

HIGHLIGHTS

FWA Site of the Year 2007
FWA People´s Choice 2007
Cannes – gold
Clio – gold
One Show Interactive – gold
New York Festivals – gold
Netawards 2008 – gold
Webby Awards – gold
.net Magazine – gold
M16 Gaming Awards – gold
Andy Awards – gold
FAB Awards – gold
London International Awards – gold
Black and Yellow Pencil at D&AD.

GUNN REPORT

Second most awarded interactive campaign in the world 2008. http://www.creativereview.co.uk/cr-blog/2008/november/gunn-report-2008 Over 4 million visitors spending an average of around 9 minutes/visit.

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Vodafone Future Vision

Robert Lindström — Mon, 05 Jan 2004 13:32:43 +0000

OUR ROLE

Working closely with Vodafone, our tasks involved ideas, concept and execution.

CHALLENGE

We needed to demonstrate how mobile technology might be used and experienced 5 – 10 years from now, without saying that this is how the future will actually be. A key consideration was to show the future, without actually being too ‘futuristic’ – all the time keeping optimal site performance in mind.

SOLUTION

Instead of making the future vision too technical, we created a human approach, enabling the visitor to relate and recognize individual situations. Our solution was based on different themes: Entertain, Work, Care and Belong. Depending on the theme chosen, you would follow a person into the future through everyday situations, facing different solutions in which mobile technology could be involved. Underneath the strong visual experience layer, there was also a technical layer with more text information for people interested in not only experiencing the future, but also reading and learning about the devices and techniques.

TARGET GROUP

Consumers from around the world interested in Vodafone and mobile technology and services.

PARTNERS

Paregos, AkrylIP, Chalet, Tonteknik, Håkan Moberg Photography

HIGHLIGHTS

Most awarded Internet Website in the world 2004 with Gold given at most major competitions, including Cannes (2 Golds) and the One Show, among others. Resulted in heavily increased website traffic to Vodafone.com for many months thereafter.
Cannes – 2 golds
One show – gold
CIB Awards – gold
FWA Site of the Day
FWA Site of the Month
FWA Site of the Year
FWA People’s Choice of the Year
Resume Sweden
New York Festivals
BIMA Aw

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