Cardboard Record Player

Once one of the top sound studios in North America, GGRP was perceived to be old and irrelevant. The rebrand drew a direct parallel with vinyl which, although fallen out of use, had always been the audiophile’s medium of choice and was making a definitive resurgence.

Art DirectionIndustrial DesignPackaging
2013
In order to activate the brand we created a record player from corrugated cardboard that folds down into an envelope for mailing. 
Spinning the record with a pencil causes vibrations in the needle that are amplified in the cardboard material.
The cardboard folds down into a sleeve. 
The folded record players were mailed out to creative directors across North America. 
For the viral component of the campaign we created a promotional video called “An Introduction to Your Cardboard Phonograph”; including an orientation – “What is this?” you ask – as well as instructions – “How do I play it?”.  
A video leaked from a back room at Cannes showing a judge playing the B-Side sound effects.
The results far exceeded expectations; direct response was over 90% (unheard of for a direct mailer); it was featured on over 500 blogs including Gizmodo and Wired; Visits to ggrp.com spiked from about 50/week to over 70,000. It won at the Cannes Advertising Festival, London International and an honourable mention at the One Show. Not bad for a project with a budget smaller than a home hi-fi.

You may also like

TransLink Graphic Standards
2014
SFU Outstanding Alumni Awards
2016
Ask Compass
2014
Project Better Balance
2013
Stresslr
2015
Campaign Visual Guidelines
2014
Harpernomics
2015
BC Ferries Campaign
2014
Ask Compass Activation
2014
The Unlimited Family Plan
2014
Back to Top