Persol redefining social storytelling with an interactive graphic novel crafted for Instagram.

The seven-chapter piece was released over three weeks
Users followed tags from @Persol to unique accounts where they could vote on our hero’s next move
Selected as AdWeek's Ad of the Day

Meet the new generation

To celebrate a modern update to Persol 649 sunglasses while appealing to a new generation of users, we created a choose-your-own-adventure graphic novel that lives on Instagram. Every week, Persol’s followers were encouraged to vote on two choices in the narrative and play a role in shaping the brand story. We wrote the original narrative and art directed the custom illustrations that are at the center of the visual story. And to pull it off, we orchestrated several handles and tracked the story in real time to tally votes and keep the audience on their toes.

An adventure in storytelling

When it came to crafting our strategy, we drew our greatest inspiration from the principles of experiential marketing. Activities like Escape The Room and Sleep No More showed us how people enjoyed playing in physical spaces—and we applied those learnings to social, building an experience for the new generation.

Epic results

Named AdWeek’s Ad of The Day, and hailed as a bold innovation in digital storytelling by Mobile Marketer, PSFK, MediaPost, and our users. The campaign has also generated a consistent flurry of social-media support. With upwards of 4,421,105 unique monthly visitors, what's not to love?

unique monthly visitors
Persol’s website hosted a visually rich, long scroll version of the graphic novel
“A highly crafted world, with a classic and sophisticated style, taking digital cues from films like Blade Runner, Minority Report and Gattaca.”