SAAB – Change Perspective

ACNE Digital recently teamed up with Lowe Brindfor to launch SAAB’s new Change Perspective campaign. The campaign so far consists of a TV spot and a corresponding website.

In this truly integrated production we’ve once again collaborated very closely with ACNE Film and delivered a slick TVC as well as an interactive website. The idea is to work with a set of symbols used by Saab for years and to show how Saab try to to look at things from a different perspective. It’s basically all branding and no product where curiosity is raised in the TVC and answers given on the website.

What I like most about the web experience is that the all of the usage of 3D, flash, and video has a purpose. Rather than follow the gratuitous usage of interactivity trend that most microsites follow, it seems intelligent and fun here. Instead of just cool transitions between sections, 3D and video is used here to tell a story.

Inside each section of the site, the user gets to drive through the space from a new, different perspective. The story does not progress until the user initiates the next step. This interactive and clever way to reveal the story makes for a memorable, fun experience that resonates with the user.

Browsing through the site users can play around with different toys, take part in quizzes, and even breakout the audio to listen in a jukebox form. Overall it’s a fun, playful site that enforces the message that SAAB has a different perspective on things. Surprising educational and simple.

You can check out the online experience for yourself here.