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Behind the Idea: Lonely Planet
German agency Jung von Matt created a campaign for Lonely Planet which makes you feel at home, everywhere. What is it all about?
 Creative team: Jo Marie Farwick, junior copywriter at Jung von Matt/Alster, Hamburg, the harbour of the world, Germany. Simon Hiebl, junior art director at Jung von Matt/Alster, Hamburg, Germany. Format: Print ads and billboards.   Idea: Think of your own apartment. You know it inside out, it is familiar to you. In your own apartment you know, where to find food or a cold drink. You know, where to sleep and where the toilets are (hopefully). In your own apartment you feel at home. Lonely Planet provides all these helpful information concerning the world. As a matter of fact: "You feel at home everywhere." Where: We were thinking of our client "Lonely Planet" - and a German proverb, which means something like: "To know something like the back of one's hand." That one wouldn't be comprehensible all over the world. And suddenly this idea came up. Because floor plans are always the same.  Satisfied: Yep. Cheap, easy and a lot of fun to arrange the furniture. Especially putting stairs and plants where mountains and national parcs are located. Comment: We have an architect dad, who sent us all the icons, including the piano located in Texas. Cool dad. |
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posted by BlogFonk: Thursday, February 17, 2005 [#]