Warm Welcomic

Born05 creates comic book for new Albert Heijn employees

Who said Born05 is only a digital agency? Well, yeah, most of our work ends up online, but we just as easily create great offline content. Only just recently we did a print magazine for Albert Heijn, as part of a ‘Warm Welcome’-package for new employees. With the fairly young target group in mind, we came up with something quite daring. A Super Hero comic-magazine hybrid!

Like in the famous Who Framed Roger Rabbit movie (1988) we mixed a comic storyline with real life content. Educational Albert Heijn (AH) stories and photography topped with drawings by our marvelous in-house cartoonist. A killer combo.

Assignment

Welcome to Holland’s best supermarket

Albert Heijn greets some 35.000 new employees each year and wants to make sure each and every one feels at home immediately. So they asked us to create a personal welcome package that feels as a present and prepares all newcomers for their job at Albert Heijn. The package includes a tote bag and a little booklet that had to be informative, inspirational, fun and accessible.

Super Super Heroes

Our main goal was to create a wow-factor that would increase ‘open rates’ and ‘click troughs’. So, we came up with the concept Super Super(market) Heroes and added a comic story line to the Albert Heijn input. The story revolves around main character Lisa, a fictional and really cool AH employee. She personally navigates readers through the chapters, while experiencing all kinds of situations herself.
This story in a story adds a playful element to the AH content and inspires readers to carry on until the end…

Starting from sketch

We started by writing the outlines for the storyline, linking the comic parts to the subjects of the AH chapters. After finalizing the storyline it was time to create our main character Lisa and to carry on sketching and designing all the other chapters. We also came up with the idea for a Super Hero meter that keeps score as readers progress through the magazine, awarding them extra points at various chapters.

SPEED DRAWING

Fantasy comes to life

The Warm Welcome booklet needed to cover numerous aspects of working at Albert Heijn. But it also had to breath the company’s heritage and philosophy. Most of the magazine was therefore filled with Albert Heijn stories, packed in easily readable content blocks. It was in the comic that our fantasy could really come to life.

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