The Storyteller's Journal

Design is all about telling stories to the target audience, through shapes, images, sounds, words, and colours. I am The Storyteller. This is my story.

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Change of Idea: Kleenex - Always There For You

Okay. EC House done and dusted, now to Kleenex.

From the start, this is the campaign that I think has the most potential, but somehow I missed a thing that will make the whole campaign completed. I started to brainstorm and discuss with some friends, and one discussion with Amir lead to an idea of a TVC, which storyboard I have posted previously.

I realized a quality none other tissue brands possess is that Kleenex is the oldest, the first facial tissue brand launched in the market. It was launched in 1924, and stayed strong ever since. I drew a line between this fact and my ‘Best Friend’ idea… Also about the ‘What Best Friends mean to you’ online competition I wanted to created as a part of the campaign. After a few hours and a few glass of Jack Daniel’s, I literally got this line in my head: ‘To me, that’s what best friends are: They are always there for you’. From there, everything falls on the right place. I decided to use ‘Always There For You’ as the big idea and campaign tagline. I didn’t do much change on the art direction, still using the blue checkered vest-style as my background, and keeping the art direction of the adshels and the microsite (I only dropped the Facebook album idea and changed it into an online album, featured in the microsite itself).

Permalink Scamps: EC HOUSE iPad Application
Here’s the scamp for my EC House app. The app will be available for download after the target audience log on to www.ec-house.com.sg and created an account there or login using his Facebook account.
As mentioned before in the sketches, the app will allow the target audience to scan his face using the iPad’s built-in iSight. The app will determine the man’s face shape. Now the user is asked to choose one of his Facebook friends (instead of a Skype friend, as mentioned earlier). The friend will be notified, and he/she would have to choose one out of 3 hairstyles that the app have generated based on the man’s face shape, that he/she thinks is the most suitable hairstyle for his/her friend. Once selected, the man will be notified of his friend’s choice, and he can share this result through Facebook and Twitter, also to ask more opinions from more friends, and create a buzz on the campaign.
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