JC Decaux pushes its initiative ‘The Pigeon Project’ in a new campaign via Alphabet Studio

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JC-Decaux-Pigeon-Project-R-1.jpgCreative agency Alphabet Studio, has developed a distinctive campaign to promote a new JC Decaux initiative – The Pigeon Project.

International outdoor advertising specialists JCDecaux works with many great Australian brands, communicating its message in dynamic and creative ways. They continue to thrive as leaders and innovators in the outdoor media sector. The new initiative put forward to Alphabet was to consolidate this position and provide a platform to collect valuable data on consumer trends and insights into engaging, memorable and successful brand campaigns. These important findings are then fed back directly to the brands themselves, providing them with a pool of comprehensive and discerning information at their disposal.

JC-Decaux-Pigeon-Project-R-2.jpgTo achieve this, Alphabet and JC Decaux created an intriguing campaign in its own right. A conscious decision to develop a communication piece that existed uniquely and separate to an immediate connection to the JC Decaux master brand a sub-brand was created to house this new offer and to develop and evolve in its own right.

 

The Pigeon Project was born and from it, a group of ambassadors developed to carry the campaign message so to speak. Given JC Decaux are the modern day version of key message carriers, the pigeon stood as a tried and true icon of spreading the word, getting messages to the people and delivering the goods! The imagery is intentionally esoteric and quirky, referencing and combining methods of communication through the ages. The content is spare, posing the question – Are you in? and the web address, pigeonproject.com inviting the curious to make sense of the “bird with the word”.  The results speak for themselves – On the first week pigeonproject.com had over 10,000 hits.

 

The curious large scaled pigeons using various communication mediums hit the streets of Sydney, Melbourne and Brisbane as both print and animated digital screens. The campaign received the Q3 Creative Collection award for Best Traditional Use of the OOH Medium.

Says Tim Kliendienst, creative director at Alphabet: “The process was hugely rewarding.”

Collaborating with JCDeceaux’s team provided a platform of endless possibilities which finally settled on the pigeons.

Says Paul Clark, co-creative director at Alphabet: “They gave us free reign to create arresting images embracing the eclectic, humourous and unexpected.”

Client: JC Decaux

Agency: Alphabet Studio

Art Direction: Tim Kliendienst and Paul Clark

Designers: Lara Juriansz and Ashleigh Steel

Animation: Finlay Downes