Feeding Imagination|短视频,图文|广告营销案例【ADGuider广告指南】

喂养想象力

案例简介：金鱼®饼干是许多加拿大家庭最受欢迎的小吃，它推出了一个新的品牌平台，鼓励和培养加拿大儿童的想象力。“通过研究，我们已经看到，我们顽皮的饼干形状很自然地适合与孩子们一起玩耍，” Campbell Canada的营销总监Paloma Bentes说。“父母已经分享了想象力对孩子的发展有多重要，尤其是现在，考虑到在家里花了多少时间。” 与新的代理合作伙伴祖鲁·阿尔法·基洛 (Zulu Alpha Kilo) 共同开发的 “饲料想象力” 平台推出了一项活动，让孩子们的想象力统治一天。接触了三个孩子，Makayla，Teniayo和Aiden，纪录片摄制组记录了他们的故事。他们不知道的是，他们富有想象力的现场编造的故事将在金鱼的朋友的帮助下被带到现实生活中。Makayla热爱阅读，因此她的故事被开发成由聚酯工作室的插画家设计的印刷书籍。对于爱玩电子游戏的艾登来说，他的想象力以与TreSensa Technologies合作开发的电子游戏的形式栩栩如生。对于艺术家Teniayo来说，她的画作是她在多伦多市中心的一幅大型壁画上的第一幅艺术展览，供所有人观看。在用金鱼饼干作为催化剂讲述他们富有想象力的故事的几天内，这本书、视频游戏和壁画就向每个孩子和他们的父母展示了 -- 令他们惊讶和惊讶。在整个活动期间，消费者可以在社交平台上直接享受Makayla的故事和Aiden的游戏。加拿大祖鲁阿尔法基洛为金鱼制作的综合广告，类别为: 糖果、小吃。

喂养想象力

案例简介：Goldfish® Crackers, a beloved snack in many Canadian households, has launched a new brand platform that encourages and fosters imagination in the minds of Canadian children. “We’ve seen, through research, that our playful cracker shape naturally lends itself to imaginative play with kids,” says Paloma Bentes, Marketing Director at Campbell Canada. “Parents have shared how important imagination is to their children’s development and especially now, given how much time is being spent at home.” Developed with new agency partner Zulu Alpha Kilo, the “Feed Imagination” platform launches with a campaign that allows kids’ imaginations to rule the day. Three children, Makayla, Teniayo, and Aiden, were approached and a documentary film crew captured their stories. What they didn’t know is that their imaginative, made-up-on-the-spot stories would be brought to real life with the help of their friends at Goldfish. Makayla loves reading, so her story was developed into a printed book designed by illustrators at Polyester Studio. For Aiden, who loves to play video games, his imagination was brought to life in the form of a video game developed in partnership with TreSensa Technologies. And for the artist, Teniayo, her drawing was showcased as her first art exhibit on a massive mural in downtown Toronto for all to see. Within days of telling their imaginative stories using Goldfish crackers as the catalyst, the book, video game and mural were revealed to each child and their parent - to their surprise and amazement. Consumers can enjoy Makayla’s story and Aiden’s game firsthand on social platforms throughout the campaign duration. Integrated advertisement created by Zulu Alpha Kilo, Canada for Goldfish, within the category: Confectionery, Snacks.