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The hybrid graphic novel

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the rundown

How can you tell a simple yet innovative story to promote a complex technology towards a non car-specialist target audience ? This is the challenge we were facing when Peugeot asked us to communicate on their latest hybrid engines system. Instead of listing all the technicals specifications, we decided to show the adventure of a heroin utilising the four driving modes of the HYbrid4 technology. To do so, we’ve teamed up with Gerald Parel, famous for his Marvel comics covers’ illustrations, to bring the hybrid technology to life through what we called : « The Hybrid Graphic Novel ».

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The Building Blocks

Like Peugeot’s Hybrid4 technology, the Hybrid Graphic Novel had to take the form of an innovative and hybrid object. To deliver on this promise, our objective was to lean upon the hybridation of traditional comic book and digital screen experience, and the hybridation of desktop and mobile devices. To do so, we built an experience with HTML5/CSS3 technology which allowed us to create a scrollable narrative story that adapts itself to all devices. Whether you’re reading the Graphic Novel on a web browser or on your tablet, the result always looks smooth and stunning.

The Votes

The Details

Agency
Brand
Peugeot
Targeted Regions
  • Global
Marketing Objective
Launch Date
Sept. 3, 2012

The Team

  • BETC Digital www.betc.com
  • Ivan Beczkowski, Creative Director
  • Christophe Clapier, Creative & Art Director
  • Hugo Thomas, Art Director
  • Clement Vidal, Creative
  • Xavier Blairon, Client Partner
  • Olivier Sentucq, Account Director
  • Maxime Huyghe, Project Manager
  • Gerald Parel, Illustrator
  • Sylvain Tran, HTML5 Developer
  • Peugeot
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The Stats

  • 22 original images created by Gerald Parel
  • 1 hybrid technology
  • 18 devices and web browsers tested

The Results

Within a month of activity, we’ve collected thousands of tweets and blog posts, from marketing and communication blogs to automotive portals, all congratulating the creative and technological performance. The Hybrid Graphic Novel was even awarded Site of the Day on the FWA and received a FWA/Adobe Cutting Edge awards ! But aside from generating positive feedback, we managed to convey a message of innovation by opening the path for a new standard in HTML5 production.

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