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Company: r//evolution
Project: r//evolution singing orange direct mail

http://www.r-evolution.co.uk/load_exerpt_g.swf

Dates: Mar 2007 to Jun 2007

How did the project start?

We wanted to create a flash animation, a medium we hadn’t previously explored, for self promotion to tell people what we offer and to capture the core values of our company. Above all we wanted it to be fun and entertaining, something that would make a lasting impression on the viewer. Something that would show off both our creativity and our developing technical skills. The link attached just shows an excerpt from the animation, a full version can be requested from r//evolution direct!!

What options did you consider?

The strength of the r//evolution brand lies in the double slash logo and the colour orange. We see the orange as being symbolic of our company: fresh, vibrant and warm, these values that we wanted to express in out animation. Moving away from our usual route of luscious photography of flowers and orange segments, we set ourselves a challenge: a talking orange. Using the orange would help to develop and strengthen the r//evolution brand further, for both our clients to see but also for grabbing the attention of potential clients, showing them that we stand out!
The orange was created step by step cutting faces into oranges to get different mouth shapes we used minimum Photoshop work to keep everything looking as fresh and real as possible. Once we established that this looked effective on screen, the ideas began to flow and we indulged ourselves by adding a singing scene (with satsumas on backing vocals) and a bemused Geordie kiwi fruit (somehow it’s always a Geordie that gets added for comedy value).

What help and expertise did you receive?

r//evolution worked alongside sound recorders, editors and script writers to create the animation.

Did you face any challenges or learn any lessons?

We also made sure that we had balanced the entertaining and informative aspects to the piece.

What are the outcomes and how has it improved your business?

Once all the animation was finished and mailer had been printed and burned, the mailers were sent out to select companies across the North East in juicy orange envelopes with a r// circular sticker on to continue our branding outside and in!!! The promotion has resulted in r//evolution gaining new clients, as well as being commissioned to produce a flash animation for an interactive science centre in Bracknell. This was also really well received by both the client and their target audience.

What are your plans for the future?

Developing the r//evolution brand is a work in progress. Feedback we have had on the animation though shows just how much a little creativity and a lot of hard work can achieve, a new client (gained through the mailer) commented that “ I receive so much literature from companies like yours, but the literature really stood out from the rest” (Corina Best, Herts Sports Partnership).
The singing orange helps to reinforce and strengthen the feel to our brand.