In 2015 actor and GQ Man of the Year Elyas M’Barek was hired by Jeep Germany to bring a more urban and stylish perception to the brand.
As the last instalment of the yearlong collaboration however, it was time to take Jeep back to those rugged and untouched parts of the world the brand has always called home.
For this, we took the city-boy on a soul-searching road trip through the iconic landscape of the Moab desert, and gave him the chance to discover another side of the brand and himself.
The resulting film and photo material was spread via Jeep’s and Elyas social channels, and turned into an exclusive supplement in GQ Germany’s next issue.
Agency: Parasol Island
Role: Creative Director
The brief was to create a launch film for the new BMW 2 Series models, which was mainly going to be played in an endless loop in showrooms and car shows around the world.
Utilising the medium in a new, unique way, while staying to true to the intense nature of the 2 Series driving experience, we created a film that blurs the boundaries of time and sees our protagonists stuck in an endlessly repeating loop.
Agency: Parasol Island
Director: Daniel Börjesson
Role: Creative Director
Challenge
Come up with an idea to launch the brand new Jeep Renegade model in Germany.
The idea
In the spirit of a Renegade we wanted to do things differently, so instead of making a conventional campaign to launch the vehicle we created the ultimate of adventures and brought Jeep fans along for the ride.
We took a brand new Jeep Renegade from the Frankfurt and dropped it off deep into the mountainous wilderness of Romania over 1700km away and left the keys in the ignition. Then we simply invited Jeep fans to come and take it by releasing the geo-coordinates.
What Happened
Apart from all the buzz and free publicity the campaign received we also generated 51345 leads and helped pre-sell 523 Renegades.
Awards: Lovie award (Digital Campaign) GOLD
Agency: Parasol Island
Role: Creative Director
For 75 years Jeeps and their drivers have been connected by a truly emotional bond – the mutual desire to escape the daily grind and search for new adventures far off the beaten track.
That's what Jeeps are built for and that's where they belong.
These days however, most Jeeps are found dwelling in the city, commuting between home, work and IKEA.
So just in time for the brands anniversary we wanted to remind our city-dwelling drivers of what owning a Jeep is really all about.
Introducing the Jeep Mud Mask. The first mud mask for cars, and the saviour for all adventure-deprived City-Jeeps.
Made from 100% real dirt.
Agency: Parasol Island
Role: Creative Director
Adidas loves all their stars. The big wigs in the Champions League and the Grand Slams as much as the unsung heroes fighting on the village pitches and the everyday athletes who are fighting with themselves to get up in the morning for some 5K.
In this integrated campaign we gave fans the chanceappeared side by side to the big names of sport, the chance of winning tickets for the Champions League final in London, and the best of all, have your poster printed all over germany, switzerland and austria, showing that not only the adidas stars, but everyone is all in.
Role: Head of Design / Interactive Art Director
Agency: TBWA Berlin
Did you know that bi- and homosexual men aren´t allowed to donate blood in Germany? No? Neither did we. That´s why we started "Bunt Spenden", a petition that aims to kick off a public discussion to change the law.
Website:
buntspenden.de
Featured on:
The Daily Beast
Huffington Post
Süddeutsche Zeitung
Role: Concept & Art Direction
Agency: DDB
THE TASK
We all know the problem: fear of high phone bills we waste our vacation time looking after free Wi-Fi. To avoid this, the German Telekom offers with their "Travel & Surf" -Pässen data roaming at a fixed price. And even now in over 100 countries. But then why spend still numerous vacationers their time in hotel lobbies and uncomfortable cafes, instead of enjoying the most relaxing carefree days of the year? Our main task was therefore clear: to create more awareness of these telecom deals!
THE SOLUTION
We wanted to make people laugh. About the incredible things that we all experience on our holiday Wi-Fi search. In order to draw attention in this way, we simply exaggerated the curious behavior of tourists and at the same time showed that there is a simpler solution. We invented the Spaniard José and his "Wi-Fi Dogs": a charming rascal and a more or less likely experienced businessman who exactly knows the problem of tourists and began to train his dogs on them to the nearest Wi-Fi lead to spots.
THE RESULTS
Under the guiding principle of "Look for the fun. Not for the Wi-Fi." we bundled our Travel & Surf campaign. A campaign that drew attention tourists before the trip on Travel & Surf and also during the trip, arriving at their destination, accompanied: The Hero-element, we use the social media area around our protagonist José a number of mockumentaries one in which you could learn all about its revolutionary business idea and tourists on guided excursions absurd to free Wi-Fi signals. The campaign will run through various online activities, mobile billboards and in-flight media and on OOH measures at airports and train stations to the tourists everywhere to remember: "Do not waste your holidays looking for the Wi-Fi and discover Travel & Surf, worry-free mobile internet. "
Role: Creative Concept / Art Director
Agency: DDB Berlin
AWARDS
Cannes Lions - Bronze Lion Winner - Cyber
Cannes Lions - Bronze Lion Winner - Branded Content
The A-List Hollywood Award - Bronze Winner
Cannes Corporate Media & TV Awards - Gold Winner
Telekom Media & Communications Awards 2015 - Best creative execution
Euroberst - Gold Winner
Eurobest - 2X Silver Winner
LIA Awards - Bronze Winner
LIA Awards - 2X Finalist
Cristal Festival - Sapphire Winner - Best use of humor
Cristal Festival - Emerald Winner - Best Web Series
AME Awards - Silver Winner - Best Use of Media: Online
Spotlight Festival 2015 - Bronze Winner
ADC Awards Germany - Finalinst
ADC Awards Germany - Bronze Winner
ADC Awards Germany - Silver Winner
D&AD Awards 2015 - Wood Pencil Winner
D&AD Awards 2015 - Graphite Pencil Winner
It’s been about 30 years since DJ Hollywood shouted lines like ‘Throw your hands in the air and wave’em like you just don’t care” and inadvertently created modern rap.
Rap has not just grown up since, but by now has become one of the most influential global movements in music and culture. Some of Rap’s greatest are established household names and well deserve a spot in the same league as other all-time music legends.
The first generation of kids that helped make Rap what it is today, are now grown-ups too. They are mothers and fathers. Bosses and Executives. But they still love rap as much as they always have.
So with the first generation of rap-lovers having children of their own, this book brings together two iconic themes that not only remind them of their own younger days, but also provide a clever and fun way to teach the next generation about the legends that paved the way for modern Rap:
THE RAP ABC: Every letter a legend.
Website: www.rapabc.com
Role: Creator & Illustrator
For the launch of the new Rock-Edition Absolut Vodka created a documentary campaign collaborating with the photographer Danny Clinch and the band Wolfmother.
We created a photo exhibition that people didn’t need to got to but that came to them: IN AN ABSOLUT WORLD, You’re with the band. The museum: three different cities, the museums guide: your iPod.
Role: Art Director / Designer
Agency: TBWA\
Bangtris is an online game to spread the awareness about safe sex among the young target group. through the game you can also donate to Hamburg Aids-Hilfe.
PLAY THE GAME BUT PLAY IT SAFE.
www.bangtris.com
AGENCY: MAYD
ROLE: Art Director & Illustrator
Check out the website here:
http://innerpaceman.neuewerte.de/
Mini asked us to create a social campaign to promote the launch of the MINI Paceman to appeal to city-dwelling tastemakers.
We created a “choose your own adventure” style personality test that let users learn about the car while discovering their “inner Paceman.” By taking virtual test-drives and tackling esoteric challenges, users were treated to an immersive experience that revealed the urban adventurer within.
ROLE: Creative Director / Art Director
Agency: TLGG
John Frieda’s new Brilliant Shine Collection promises more facetted & up to 10% shinier blonde after just one use.
To launch this new product line, strongly emphasise its USP, and prepare the world for 110% of shine, we collaborated with Austrian sunglass designer Andy Wolf to create a limited edition pair of Brilliant Shine sunnies.
Agency: Parasol Island
Creative Direction & Concept : Matthias May & Andrew Morgan
Art Direction : Matthieu Do & Andrew Morgan
Photographer : Joan Braun
Film Director : Marco Miraglia
Account Director & Producer : Carolina Albertini
Project Manager : Kim Collisy
Never put the wrong thing in again – awarded print ads for Volkswagen’s misfueling prevention system.
Role: Creative Lead / Art
Agency: DDB
For McCafe's "Everything good starts with a great coffee" campaign we designed, illustrated and rendered this OOH series. Sadly it wasn't produced, but I thought I'd share it anyway.
Role: Concept, Design
Agency: TBWA
That was an activation campaign to generate more access to the Absolut facebook fanpage in Germany.
The idea was to discover What is so Iconic as the ABSOLUT BOTTLE? in different fields such as Art, Games and Clubs.
The mechanic was simple. Every week a poster with a different theme and every fan could leave a comment with their iconic answers.
The design was made with a clear thought, put the content in the iconic absolut shape.
THE TASK
Is "LIFE IS FOR SHARING." Credo of our international customers German Telekom. This message should be filled in European telecommunications markets of Germany, Austria, the Netherlands, Poland, Hungary, Czech Republic, Slovakia, Croatia, Montenegro and Macedonia with life.
THE SOLUTION
And what better way to share, as the mostly extraordinary night of the year? Therefore, we have a common European Year's Eve celebration started by media channels we have called on our Social people to share their favorite moments New Year. By using the hashtags # share2014 on Vine and Instagram everyone could join in and show how he adopted in 2013 in his city, and in 2014 welcomed - with fireworks, dances and beautiful looks.
THE RESULT
From more than 800 entries from ten European countries the best videos and pictures were immortalized in a montage, accompanied with the song "Million Dollar Bill" by the New Zealand music sensation Lorde. With the New Year and in this film people come together from all over Europe to work together to welcome the new year.
Role: Creative / Art Director
Agency: DDB Berlin
Print series celebrating 50 years of Amnesty fighting against violence, torture and executions.
You never know where an adventure will lead you. That's why when Jeep asked us to come up with a mobile interactive installation that they could use in their trade shows and special events, we created this. Instead of spinning the wheel with your hand the idea is that participant can give the wheel a spin by stepping on the gas pedal of a Jeep attached to the 'Adventure Generator'.
Absolut MADE is an art-initiative in Berlin where creative minds from different disciplines come together to create something extraordinary. In this event we were celebrating the Art of Remix.
Agency: TBWA Berlin
Role: Head of Art / Art Director
CHALLENGE
Create an idea that communicates the benefits of Barmer GEK health insurance to a younger digital audience.
IDEA
Barmer GEK is one of the most comprehensive health insurers in Germany. To dramatize this we created the "For What Ever Happens" campaign that told the story that for everything life throws at you Barmer GEK is there to help. To do this we created an illustrated character to help make very serious health topics more light hearted and easy to discuss.
EXECUTION
On the microsite users could shoot our character Barmi with a slingshot into his future to see how the insurance company's policies can help. The playful mechanic and charming character design made this campaign not only a huge success but a German first for health insurance communication.
To connect with its audience over Christmas, McCafé developed a Facebook application counting down the days to Christmas - the McCafé Advent Calendar. But what looked like an ordinary app at first sight, was the first of its kind that connected Facebook, Its new features Places and all 744 McCafés in Germany. It allowed sending digital content directly to recipients´ mobile phones as soon as they checked in at McCafé. Every guest that did so, received a different digital present like songs, animations, recipes or illustrations... every day of the Advent. As a result, the number of McCafé fans on facebook rose over 10-times, bringing McCafé into the top 40 of German brands on Facebook.
Role: Art Direction, Illustration & Motion Design
Agency: TBWA Berlin
Everyone knows that a Jeep is the ultimate outdoor and off-road vehicle. That’s why it was time to remind people that it is also every bit as stylish and luxurious as it is rugged. An eye-catching urban statement, yet the ultimate companion to venture off the beaten tracks. The result is the Jeep X Elyas calendar. A timeless piece of design or even art, featuring carefully composed multi-picture still-life layouts, that do much more than just showcase the cars.
A perfect mix of beautifully abstract urban impressions, high-end car photography and brand ambassador-gone-model Elyas M’Barek, makes every page part of a bigger story. Visually, a strong commitment to the clear lines of urban architecture and car detailing ties all the elements together, while avoiding any form of unnecessary clutter.
Photographed by Amos Fricke and creative directed by Another Slang, it was produced in strictly limited numbers. Each one of them hand-signed and crafted to perfection. From the texture of the recycled paper, to the buffalo-leather packaging that doubles as a laptop case, every element has been carefully chosen to seamlessly bridge Jeep’s outdoor DNA with high end, urban style.
While working at TBWA Berlin I had the pleasure of collaborating with TBWA / Chiat / Day on the art direction and design of Pedigrees infographics for print and film. Here's an example of how it all came to life.
This is a little passion project we put together over a long weekend with some of the guys from Parasol Island.
AGENCY: Parasol Island
ROLE: Creative Direction / CW
For the FIFA women's World Cup adidas wanted to celebrate the hot nation team and raise awareness of their support of women's football in general. adidas designed the national team's new jersey and wanted to present it as part of their continuous efforts to elevate women's football recognition, popularity and organization to the level of the men's sport.
To achieve this, we decided to talk about the next generations of female players, the next generations of champions, the winners of the Women's World Cup 2031. For them to prosper in the future, adidas is starting to take care of their athletic development today.
That is why we developed the adidas Weltmeisterin 2031 package.
Role: Head of Design / Art Director
Agency: TBWA Berlin
Moscow. Home of Parliament Vodka. Distilled with an age old craft of filtering vodka through milk giving it it’s creamy cool edge. But nobody knows it in Germany. So, MTV asked us to create some hype and attract the booming crowd of the creative cool. We invited Moscow street artist NootK to paint larger than life-sized Matryoshkas LIVE at four killer clubs across Germany where we would throw parties with the hottest DJs.
MTV Arthouse Moscow brought artistic creation together with bouncing beats in Munich, Dortmund, Hamburg and Berlin, reaching over 15 million vodka loving cool kids through TV, OOH, social media and events.
X Ambassadors live in Berlin
Shortly after the X-Ambassadors wrote the launch song for the new Jeep Renegade it was at the top of the US charts. To celebrate and welcome them into the Jeep family, we invited them to Berlin to talk about the new partnership and to rock out at an exclusive gig for the most committed Jeep and X-Ambassador fans.
While we took the band on a Berlin road trip - with constant social media coverage - fans online were scrambling to secure one of the exclusive tickets on Jeep's Facebook page.
Agency: Parasol Island
Role: Creative Director / Director
Jeep meets Elyas, meets Moab, meets endless freedom.
Client: Jeep
Agency: Parasol Island
Role: Director / Creative Director
Everyone knows that a Jeep is the ultimate outdoor and off-road vehicle. That’s why it was time to remind people that it is also every bit as stylish and luxurious as it is rugged. An eye-catching urban statement, yet the ultimate companion to venture off the beaten tracks. The result is the Jeep X Elyas collaboration with GQ Man of the Year Elyas M'Barek.
It kicked off with a one-of-a-kind calendar. A timeless piece of design or even art, featuring carefully composed multi-picture still-life layouts, that do much more than just showcase the cars.
A perfect mix of beautifully abstract urban impressions, high-end car photography and brand ambassador-gone-model Elyas M’Barek, makes every page part of a bigger story.
Photographed by Amos Fricke, it was produced in strictly limited numbers. Each one of them hand-signed and crafted to perfection. From the texture of the recycled paper, to the buffalo-leather packaging that doubles as a laptop case, every element has been carefully chosen to seamlessly bridge Jeep’s outdoor DNA with high end, urban style.
Agency: Parasol Island
Role: Creative Directors
