Accenture: Accenture Appbook

Credits & Description:

Category: Offline Digital Design
Advertiser: ACCENTURE
Product/Service: ACCENTURE
Agency: FITZROY
Creative Director: Jur Baart (Fitzroy)
Marketing Director: Jort Possel (Accenture)
Art Director: Wouter Vanhaeren (Fitzroy)
Art Director: Merlijn Van Vliet (Fitzroy)
Interviewer: Mike Croall (Freelance)
Interviewer: Garry Piggott (Freelance)
Photographer: Tim Stet (Freelance)
Project Manager: Nazli (Parlayan)
Media placement: Book - distrubuted to topclients - 17-11-2011
Describe the brief from the client
To celebrate its 10th anniversary, Accenture was looking for an innovative gift for their top clients .
The desire of the client was that the adult character and innovative edge was retained in the design so that it did not become something playful or frolicsome.
Describe the challenges and key objectives
The objective for us was to design something that had not been done before and to combine old media with new media in an innovative way. That in itself was a challenge as they are obviously two opposing worlds. Because we love physical books and also appreciate e-books the challenge was how to pair these 2 in to one key idea. This was won by pairing the 2 worlds in 1 product without changing neither's key components. We used the functions of the smart phone to add an interactive edge to the book and add something to the written interviews.
Describe how you arrived at the final design
We looked for a way to integrate the screen of the smartphone with the design of the spreads.
We used the screen of the smartphone in every part of the design so it functioned as a painting,TV or a laptop screen.
The app itself is designed so that it fits perfectly within the spreads. For example in the spread with an iMac screen, we see a desktop with a browser on a smartphone screen. It's dimension perfectly correlates with the edges of the iMac on paper. Giving you the impression that the spread comes to life.
Give some indication of how successful the outcome was in the market
The project garnered widespread attention on international blogs including bestadsontv.
The YouTube video has so far had 10,000 views, and the book was printed and circulated 3,000 times.