Persol wanted to push the boundaries of interactive content with a social campaign to celebrate the re-release of classic 649 model sunglasses originally made famous by movie stars and iconic films in the 50s and 60s.
We took inspiration from the brand’s heritage and created a real-time interactive graphic novel for Instagram, inspired by vintage cinema but set in the future. The storyline was partly scripted and partly crowd-sourced: at the conclusion of each chapter, the audience could vote for the hero’s next move. To create the visuals for our storyline, we partnered with artist Jonathan Bartlett to illustrate in real-time.
The campaign resulted in a significant bump in their following and the media buzz exceeded their goals for brand impressions. The campaign was featured in Adweek as their Ad of the Day and won a W3 award for Best Social Promotion.
Creative Direction. Agency: Kettle