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Posts Tagged ‘Ian Barr’

Dare, Penguin Canada Unveil Digital Companion to Best-Selling Novel

Dare Toronto teamed up with Penguin Books Canada to create a digital companion to Khaled Hosseini’s best selling novel And the Mountains Echoed, a project almost a year in the making.

Entitled “The Echo Project,” the site is a “a digital exploration of each of the 402 pages of the novel.” It’s an interesting proposition, and one that attracted many collaborators, including “contributions from Khaled Hosseini himself, magazine editors, TV & Radio personalities, producers, authors, painters and illustrators” — each of whom chose a page of the novel and either offered up ideas of what that page should look like on The Echo Project or told the team at Dare how the page made them feel and left it up to them to develop further. The pages represented on The Echo Project include a “unique assortment of interactive puzzles, motion graphics, videos, illustrations, audio and video that allow the reader to explore themes that are complimentary to the story, like references to history and culture.”

“We hoped it would evolve and take on a life of its own. And it has,” said Paul Little, Dare’s executive creative director. “The concept was a framework to allow any content that helped embellish, explain or express. And because of the range of content, it needed it to be flexible enough to allow for spontaneity and fan contribution.”

Dare Toronto and Penguin believe that The Echo Project “is a sign of how book publishers will evolve their launch strategies to offer different reading experiences for avid and casual book readers.” As André Louis, director of planning at Dare explains, “Avid book readers got to co-create and live a more immersive book experience; casual readers get the ‘DVD-extras’ that go along with the paperback. We’re leveraging avid Hosseini fans’ word of mouth to influence those who buy a few books a year in an attempt to sell more to casual readers.”

Dare and Penguin are no strangers to exploring the intersection of books and digital, having “created the MyFry app which allowed users to read British writer and actor Stephen Fry’s second autobiography in a non-linear, theme-based fashion via mobile” back in 2011. The Echo Project will be unveiled in its entirety and promoted in the paperback edition of And the Mountains Echoed scheduled for publication this June. For an idea of what to expect from The Echo Project, check out the video above, or head on over to the site for a more complete experience. Credits after the jump. Read more

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Zulu Alpha Kilo Explores Daddy Issues for Coke Zero’s Latest ‘Moment Zero’

For their latest campaign for Coke Zero,  Zulu Alpha Kilo, along with social media agency Dare, found real hockey stories online using social media and retold them with Tampa Bay Lightning star Steven Stamkos. The newly released second film in the series, “The Trade,” tells Shawn Warford‘s story of being traded from the team his father coached.

At the beginning of the spot, Stamkos (as Warford) enters his father’s office and is told he is being traded. “You can’t trade me, I’m your son” he replies, followed by an annoying and completely unnecessary voiceover intrusion proclaiming “That’s going to be an awkward car ride home.” Between the terrible acting and gratuitous VO, this is where, if I wasn’t paid to write about it, I would stop watching this ad. To be fair, it does pick up a little bit from here, thanks largely to Bob the zamboni driver.

Bob explains why Kevin Wheeler gives the team exactly what they’re looking for and is the perfect trade. He goes on to enthusiastically extoll the virtues of the team’s new addition at length. A fed up Stamkos asks for the new jersey, which is when the spot slows down to tell us this is his “Moment Zero.” In the first game with his new team, he goes on to score five goals, each dedicated to exacting revenge for a different moment his father pissed him off.  ”It’s a moment he wouldn’t trade for anything,” says the annoying narrator in what is supposed to be the payoff. At least they (eventually) used Stamkos for what he’s good at (scoring goals) after what felt like an eternity of Stamkos struggling through what he’s terrible at (acting). I understand and appreciate the social engagement the “real hockey stories” angle brings to the table, but next time let’s have a higher ratio of hockey to stories. Or get a hockey player that can act, if such a person exists. Credits and the first installment of the “Moment Zero” campaign after the jump. Read more