oy firestarter

oy firestarter

In 2017 oy went through a mini-rebrand. And to communicate this update they planned on sending out a promo piece to existing and potential clients. The piece had to showcase equal parts of conceptual thinking and production muscle in the hope of attracting more conceptual work.

Making ideas real is what oy do best, which explains their slogan at the time: “we make your story come to life”. Building on that thought, I decided to make their own story come to life.

Where do stories come from?

To kickstart ideation I took a quick look at the history of storytelling, which turns out originates from hunter-gatherer societies. Our ancestors would gather at the end of a long day and share stories by the warmth of fire, stories of which plant not to eat, which route to avoid and so on. And although we don’t do that exact thing today, we’re still wired to appreciate and participate in the act of storytelling.

Modern storytelling

Most of us can manage to tell a story, but it takes certain talents to craft and present a captivating version worthy of lending an ear to. Think creative brief vs. final artwork, the way you package and present a narrative really matters.

Hoping to revive the tradition of storytelling, oy’s promo piece is an invitation to join them around a “fire”. In that setting, oy would first hear out the client’s story in the form of a pitch or a brief, then they’d proceed to making that story real.

From a little spark may burst 
a flame

“We are oy, storytellers, gathering tales from all around. We listen to them closely, understanding the plot lines, and craft versions worthy of sharing around a fire. Like the good old days.

And although times might have changed, the power of a good story still lingers.

This fire-starter is a reminder of a long lived tradition of storytelling. We hope it sparks the fire that will bring us together to get your story flowing. We’d love to hear it and make it come to life”.

The details

The gift itself is mostly symbolic. We chose a black firestarter necklace, calling on the receiver to “start a fire”. The package that contains it, however, breathes life into it.

Imagine a vast night sky, the copper of dancing flames and embers, the flying sparks and raising smoke; little details come together to create an unboxing experience full of mystery.

Who are oy? Why send a firestarter? Can it actually start a fire? The promo piece raises a lot of questions. It demonstrates concepting, design and production skills, and most importantly sparks interest. Which is exactly what oy wanted: a catalyst to get the conversation flowing.

Work done for oy.