Paper folds into Metro’s integrated holiday campaign

ASIA-PACIFIC – SINGAPORE, NOVEMBER 11, 2011 – Singapore department store, Metro, in partnership with Grey Group Singapore, launched its 2011 Christmas campaign today to promote Metro’s festive shopping experience. 

 

Centered on the tagline “Let love unfold this Christmas”, Grey used the theme of paper sculptures and origami to connect the different elements of their 360 degree campaign. Grey has designed a fashion spread for Her World magazine showcasing some of the latest fashion apparel and accessories; Grey’s digital arm Yolk has designed an electronic Christmas card and an online Christmas puzzle game for Metro shoppers and Facebook fans.

 

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In the Her World editorial spread, each page ‘unfolds’ through intricate paper cutting techniques, revealing hints of the beauty waiting on the next page.

 

Yolk’s e-card for all Metro shoppers features six different origami‐inspired Christmas characters to choose from. It is available for Android and iPhone. The Christmas characters can be printed out and folded into adorable decorations for the tree. 

 

Yolk has also designed a series of online slider puzzles, in which players re‐organize jumbled tiles to form the correct festive image. Metro will release a new game each week from November 10 until the end of December. An online scoreboard will show the top ten highest scoring players. By playing the game, shoppers can accumulate points to win Metro vouchers. Points can also be won by uploading Christmas‐themed pictures to Metro’s Facebook page, and by sharing the contest with their online friends. Users can easily share

both their electronic Christmas cards as well as their puzzle game score via both

Facebook and Twitter.

 

CREDITS

Creative agency: Grey Group

Chief Creative Officer: Ali Shabaz

Senior Art Director: Raymond Chan

Copywriter: Chew Hui Chin

Junior Art Director: Marcus Lim

Senior Account Director: Aimai Ong

Account Director: James Lim

Account Manager: Nana Adam

Senior Regional Art Buyer: Iskandar Abdul Kader

Digital agency: Yolk

Creative Director: Low Jun Jek

Art Director: Teo Yuling

Head of Art: Shante Lee

Senior Interactive Designer: Adrian Tee

Interactive Designer: Rachel Ho

Lead Copywriter Loretta Perera & Marie Perera

Senior Web Developer: Phyo Zin Wai

Web Developer: Chua Angru & Yong Siong Wee

Account Manager: Sharon Siew