The brief (student project): Old people often have no one to talk to and feel lonely. Solve this problem.
"I was twelve when World War 2 ended."
By the time you get old you've seen and been through a lot of things; and the older you are the more you've been through. The older you are the more stories you have. We knew we wanted to harness this storytelling potential – but how?
While old age may bring you experience and an abundance of stories it can also bring you out of the loop of how to share them. Modern society moves fast and the rate at which technology is advancing means the ways of communication are constantly evolving; keeping up can be difficult. Similarly, the increasing flow of information means we have to be ruthless with our priorities, which could mean less time for parents and grandparents.
Our challenge was to bridge this gap – to find a way to couple old stories with the reach of modern technology and make old age and experience the stars of a youth-obsessed society.
Our solution was a storytelling device with three functions: record, upload and listen. WIFI connectivity ensures uploading and listening are smooth experiences while the product itself is sleek and uncomplicated, letting the stories themselves take center stage. Whenever the kids or grandkids have a moment to unwind, it's important they be able to listen with nothing else flashing across the screen.
We wanted to create an arena in which technological savvy wouldn't matter, where only the wisdom of old age could make you cool. We named it Dagny – in honor of the world's oldest blogger: 103-year old Dagny Carlsson.
To launch our product we came up with a campaign called Not heard on Dagny. With Dagny you get to finish your sentences, uninterrupted. Interruptions are not heard on Dagny. To attract our target audience the campaign had to be entirely analog, resulting in a campaign focused on areas of public transit – areas typically full of stress.
As seen on the subway.
As seen at the bus-stop.
As seen on walls.