According to Stash, this is IKEA’s first Christmas TV spot. Somehow that doesn’t seem right to me. I swear I’ve seen holiday-themed ads for IKEA in the past. Maybe this is the first one for IKEA UK.
The spot was put together by the UK VFX powerhouse Electric Theatre Collective. A cast of toys and tchotchkes come to life revealing the hard truth about a family’s home with a bit of rapping and “home shaming”.
Mother has put together something with rock-solid production value that was directed by Tim Kuntz. The 3D animation and live-action footage work really well together and that rabbit cookie jar absolutely creeps me out.
The original track was overseen by Dave Bass and Arnold Hattingh at “Wake the Town”, and the rap was voiced by the legendary MC D Double E.
It’s a fun piece that clocks in at a minute thirty so it’ll be interesting to see how they do the 15/30 edits for broadcast.
Production: MJZ Director: Tom Kuntz Producer: Emma Butterworth Production Manager: Daniel Gay Production Designer: Chris Oddy
VFX/post: Electric Theatre Collective VXF Producer: Magda Krimitsou VXF Coordinator: Larisa Covaciu VXF Creative Director: James Sindle 2D Lead: James Belch 3D Lead: Patrick Krafft 2D Artists: Chris Fraser, Tomer Epsthein 3D Artists: Jordan Dunstall, Ryan Maddox, Mark Bailey, Remy Herisse, Edwin Leeds, Gregory Martin, Nikolai Maderthoner, Will Preston, Stefan Brown, Adrian Lan Sun Luk, Piers Limberg, Zach Pindolia, Olivia Grimmer, Romain Thirion, Richard Fry Colorist: Luke Morrison
This afternoon while looking at a number of video sites for inspiration on a freelance project, I came across the video below. It led me down a deep rabbit hole, (or would that be a chicken hole?) of advertising and marketing material that has been produced for KFC by Weiden & Kennedy and Psyop.
The game, “I Love You, Colonel Sanders! A Finger Lickin’ Good Dating Simulator” was created by entertainment/advertising company Psyop for the fried-chicken brand taking the player through a three-day culinary school adventure. As the main character, your storyline involves earning your degree, supporting your best friend, and improving your culinary chops. But more than anything else, this is a dating simulator game, so the ultimate objective is to land the svelte Kentucky-fried colonel that is looking just as hipster as KFC’s CGI Instagram influencer version of the man.
The game was released on September 24th through Steam and is available to play for free. While this might seem like an odd marketing play by KFC it actually ties in with a number of other efforts they have produced in the past. Including a virtual reality nightmare of an employee training program and an 8-bit Atari-style game also starring the Colonel.
The graphics are really well done. The game is flush with lush backgrounds, which frankly would into any high production shoujo anime like Special A. The characters, too, are appropriately well-rendered, blinking and pouting in a dynamic enough way to suggest some two-dimensional humanity. Not only that, the food illustrations actually look appetizing as well.
The dialogue trends toward slightly juvenile and cheesy, but with enough self-awareness that many of the lines can definitely be read as ironic. Just look at the culinary school’s deliberate mouthful of a name: “University of Cooking School: Academy for Learning.” That reads like something auto-translated by Google from Japanese to English.
Like most Choose Your Own Adventure games, this is fairly standard click ‘n’ go. But Psyop was smart enough to add some mini-challenges to switch it up, including a timed quiz and a turn-based battle against something called a “spork monster.” It’s definitely not dynamic enough to hold a person’s attention for, an extended amount of gameplay, but more than sufficient for the one or two playthroughs that a normal person is going to undertake.
Psyop introduces a whole host of characters to help flesh out the world-building of this game. There is best friend Miriam, a spectacles-wearing Professor Dog (head of the cooking school of course), villainous Ashleigh and Van Van, small-statured boy, you have sentient kitchen appliance Clank, the forgettable Student (yes, that’s his actual name), and, of course, the hot hipster Colonel.
Of course, all of these characters pale in comparison to the star of the game: Colonel Harland Sanders. The Colonel is the brand spokesperson and they have gone to lengths to present him in ways to help extend the reach of the KFC brand with a younger target audience.
This is such a solid way to use gamification to promote KFC, introduce a new line of products like the Mac n Cheese Bowls. It also ties in with their social media efforts and TV spots which have been leaning to more humor since the Colonel was reintroduced in 2015. KFC is promoting the game in all of their social channels while cross-promoting othe campaigns like “Rudy III KFC Wings”. The overall strategy put together by W+K for KFC just works. It’s offbeat enough to get your attention. The humor is memorable and reflective of the quality copywriting that has gone into every touchpoint. And more importantly, it works which is evident in how well the brand has done over the last four years. By taking risks and leveraging the Colonel’s off-beat personality and drive to sell chicken give them permission to do things like the Colonel Sanders bearskin rug stunt or a hot tub that looks like a bucket of chicken.
For the first time since the 1980s, Lego has unveiled its first brand campaign. Produced by the French agency BETC in conjunction with multi-award winning collective Traktor the project titled Rebuild the Worldfeatures a live-action film and micro-site designed to send a positive political message about the power of creativity to enable change.
BETC met Lego 18 months ago and worked with the brand’s internal agency to develop the concept, Rebuild the World. “We thought about what would be important for Lego to say today,” said BETC founder Rémi Babinet. “They are one of the most loved brands in the world, no one argues with Lego! It’s like Apple in the beginning; innovation and creativity are both brand and philosophy. That’s rare in the commercial world. The problem it has is that while it is known for the educational aspect of Lego, that perception is a problem for all the parents who don’t have an affinity with the brand. They think it’s about following instructions. But it’s more than play or education – it’s about creativity. To be creative today is the way to achieve something, to navigate the new world. Mathematics and rationality used to be the most important skills, but now creativity is the most valuable skill, and Lego can enable that.”
The tagline “Rebuild the World” resonates beyond Lego itself, to chime with the issues of the contemporary world.
It is a tag line that everyone can relate to when associating it with the Lego brand.
In keeping with the campaign message, the video goes against expectations by not featuring a single Lego brick. Instead, it is a live-action and CGI adventure caper that sees a rabbit chased by a hunter with a bow and arrow, overcoming every challenge thrown at him with increasingly creative solutions. This was inspired by Lego’s ethos for problem-solving. BETC chose to go down the live-action route because, as Rémi states, “When you are in the head of a child, the bricks become the real world, the world they create with Lego is a real story for them.”
Every tiny detail of the film has been considered to reflect the Lego universe and its billions of fans. In the town of Valparaíso in Chile, buildings were repainted to match Lego brick colors. Clothes worn by all the characters in the video are 2D printed like Lego characters. If you look at the bad guy, his shirt, tie, jacket, and binoculars are all printed onto one T-shirt.
The cars and trees match the cars and trees of a Lego kit. The people bend backward at the hip or turn their head around just like Lego people do. Every scene features a builder to reference the iconic Lego figurine. At one point, a line of ducks crosses the road, which references Lego’s first-ever product. Even the props, such as the camera, cups and the bow and arrow, are made to scale, oversized like Lego accessories.
“There were no limits,” Rémi says. “Lego was a cool brand to work with. It was an opportunity to find things you can never do with other brands. So this film is about what your imagination can do with Lego.”
For all the out-of-home imagery and animated vignettes, which will roll out globally on billboards from London to Los Angeles, BETC did use Lego bricks, shot by photographers who are used to working on luxury brand campaigns – “We wanted to capture the incredible beauty of the bricks. These images subvert stereotypes, challenge expectations, and at times send political messages. They are simple ideas, but often at a societal level. Rebuild the world could be just for fun, or it could address issues in the world today. You can transform the world as you want. It’s not a political campaign. You could go far with these messages, we tried lots of things… but this is a balance between meaningful and fun. It’s conscious, but in the end, it’s only about kids.” – Rémi Babinet.
The entire campaign is reinforced with a solid micro-site, social media, print, and outdoor campaigns. As we roll into the holiday season, it’ll be interesting to see the shorter 30-second broadcast versions of the ad plus any additional online vignette videos that are produced to bolster the entire campaign.
Once again, IKEA pulls off an absolutely brilliant piece of marketing. Working with Contagious, IKEA developed a series of recipes, as poster/cooking vehicle that was used to help promote the annual IKEA kitchen event. A series of 4 recipes were printed on cooking parchment featuring all of the ingredients needed to cook a complete meal. Each of the portions were to exact size, helping to minimize any cooking mistakes, and the recipes featured IKEA ingredients. The packs were placed in the kitchen areas of IKEA stores in Canada and encouraged shoppers to cook and share using the hashtag #easypeasy Such a simple idea, and absolutely brilliant.