Each week, The Examiner showcases an advertising campaign by a local company.
Client: Geek Squad
Job: Design and create a site for Geek Squad to create awareness around its sponsorship of the 2007 Idea Festival that also accepts contest entries.
Agency: Organic Inc., San Francisco. Principals: Mark Kingdon, CEO
Other clients: Bank of America, Chrysler LLC
Creative team: Angela DiPietro, creative director; Sarah Jo Sautter,
copywriter; Mauro Ramalho, senior art director; Dwayne Raupp, Christian Dodd and James Vreeland, visionaries and developers; Allison Gabrys Sloan, account director.
The plan: Design and construct www.geeksquad.com/ideafestival with an interactive “idea board” that carries the playful theme of the site and encourages participants to express their ideas with photo and drawing tools, live blogs by agents at the event, an ad interactive campaign that ran in July and August, posters and signage in Best Buy stores nationwide July, August and the beginning of September.
The theme: “How can technology be harnessed in groundbreaking ways to promote social, economic and environmental sustainability?”
The concept: To create an interactive experience for consumers to encourage them to help solve the shared concern for the environment and sustainability through an online challenge.
Mauro C. Ramalho
Position: Senior art director
Education/background: University of Belas Artes, Sao Paulo, Brazil
What drove your development of the concept? The art direction was based on social responsibility, and was designed to urge users to share their ideas to help save the planet. The colorful and whimsical treatment echoed a fairy-tale world where you can settle into a comfortable space to reflect and let your ideas go. The interactive “idea board” echoed the playful theme in that it encouraged participants to express their ideas with photo and drawing tools. Geek Squad agents also served as muses, inspiring users with video and tips throughout the site.
Working on next: Dodge campaign