Local department store Metro has launched its 2011 Christmas campaign to push its festive shopping experience, running on the theme ‘Let Love unfold this Christmas’.
Created by Grey Group, the campaign uses paper sculptures and origami to connect the different elements of the integrated campaign, which runs on print and online.
The campaign involves a fashion spread for Her World magazine featuring items purchasable at Metro. The models are accessorised with flowing capes and sculptured origami headpieces and each page ‘unfolds’ through intricate paper cutting techniques.
An electronic Christmas card and an online Christmas puzzle game for Metro shoppers and Facebook fans has also been created, featuring six different origami‐inspired Christmas characters to choose from.
Online visitors can enter a personalised message, and send as many cards as they wish for their friends and loved ones. The Christmas characters can also be printed out and folded into adorable decorations for the tree.
As for the online slider puzzles, players re-organise jumbled tiles to form the correct festive image. Metro will release a new game each week from 10 November until the end of December and an online scoreboard will show the top ten highest scoring players.
Subbaraju Alluri, CEO of Grey Group Singapore said: “Rather than producing a standard advertising campaign with all the usual components, we employ mediums which are more accessible and interesting to our target audience, thus capturing their attention easily and effectively”.
A series of print advertisements will also run, showing different people enjoying Christmas in bright, cozy living rooms made of paper.