ATTIK is an interactive design firm that began in a small attic bedroom in England. The company now has offices in San Francisco, New York, and Los Angeles as well. What initially attracted me to the the firm was their design-driven mentality and their incredible versatility. This is a fully "interactive" company, in all senses of the word. They do branding, broadcast, print, environment, events, guerrilla, advertising, and packaging. Essentially, ATTIK can be considered an advertising agency but instead of employing tried and tired ad models they entice consumers with curious and well-thought-out design. Considering the variety of their work and for the purpose of this exercise, I focus on their most Flash-related endeavor, the Scion campaign.
Guerrilla advertising: this sequence of images were posted in and around San Francisco with the slogan "want2bsquare"
Believe it or not but the posters above are part of a multi-dimensional ad campaign for Scion cars. In addition to graffiti-style posters, ATTIK employed television commercials, events, print ads, and interactive online worlds, to promote the product. The strategy was elusive and mysterious, focusing on the box-head characters and online environment. The following images illustrate the entrance to the 6 interactive worlds. In these worlds, you can play games, navigate, and occasionally read product info. The focus is on the experience and not the bombardment of advertising.
They have created a non-box-head-related world that has a direct link on the Scion home page, called Little Deviant. This has a fairytale tone where the evil characters become the protagonist. The story teller gives the Little Deviant (you) instructions on how to torment and eliminate the Sheeple, a clever play on words describing mindless trend followers. This is a clear advertising strategy to make the consumer feel like he/she is different, unique, and therefore cool. All-the-while, the site integrates story with product info, as on the want2Bsquare site. Below is the opening image from Little Deviant.
Beyond the online experience, ATTIK has coordinated launch parties and concerts, all in effort to promote Scion. The dynamic efforts that go into their advertising strategies are far from traditional and are what set them apart. But only time will tell if these innovative tactics will make a difference in a world ruled by the consumer.
http://www.attik.com/
http://www.want2bsquare.com/pub-share/w2s/index.html
http://www.littledeviant.com/
http://www.aiga.org/content.cfm/case-study-scion-xb-campaign-by-attik
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