Using Modern Storytelling To Promote A Classic Product
Eyewear brand Persol launched an interactive graphic novel, letting fans decide what happens in story
The iconic Persol 649 sunglasses, made famous by legends like Steve McQueen and Marcello Mastroianni, just got a modern redesign and a very modern campaign to go with it. As part of the Meet The New Generation campaign featuring Scott Eastwood, digital agency Kettle turned to what it calls “experiential social” and brought to life a graphic novel on Instagram, where users play a crucial part in how the story is shaped.
The comic follows Frankie Malone, a lone hero within a faceless, totalitarian regime, who is trying to create a revolution and restore the individuality and identity of his world. Illustrated by Jonathan Bartlett, the story is driven by the audience and moves along based on users ‘likes,’ turning a linear and passive experience into an interactive one. Ian Grody, Senior Copywriter at Kettle, told PSFK: