Mr Wolfe — avatars | flux animation Avatars is an fresh,...

An insight into the work and interests of Mr Wolfe, aka Creative Producer Murray Jeffrey.
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avatars | flux animation

Avatars is an fresh, innovative and successful online campaign designed by McCANN for client Gjensidige, Norway’s largest insurance company.

McCANN’s concept was to create a customisable avatar designed to bring to life the benefits of doing business with Gjensidige. The Oslo-based agency approached Flux to design something unique and to solve technical issues surrounding morphing the vector-based animation in real-time according to the users input.

The target audience was attracted in large numbers to the site by quirky avatars swinging from expanding banner ads on Windows Live Messenger, Windows Live Hotmail, MSN channels and Facebook.

Users literally cut the avatar’s umbilical cord in the banner to be directed to the campaign website. Clicking through the site, users personalised their avatar based on the financial products that they selected.

Results published by Microsoft online suggest that the campaign delivered over 26.2 million ad impressions and the banners delivered 80,000+ clicks-through to the site.

Design was taken care of by animation specialist, Erica Lack, with technical and interactive direction by head of interactive, Fraser Munro. Audio was composed and recorded by Digicake Studio’s Andrew McDowall and the project was managed for Flux by freelance producer Murray Jeffrey (aka Mr Wolfe).