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Internet Campaign | Jaffantaziram

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  • Introduction
     
    After successfully cooperating on a previous, multi platform campaign with Jaffa and Leo Burnett which won a Grand Prix award at the After successfully cooperating on a previous, multi platform campaign with Jaffa and Leo Burnett which won a Grand Prix award at the London FAB awards; Jaffa approached us directly to help develop and execute a digital and online awareness campaign. 

    The goal of the campaign was speak directly to a youth orientated market and to help raise brand awareness within that specific demographic and to be able to achieve this with a very limited budget.

     
  • Name & Logo
     
    The name for the campaign means "I fantasize" and it's derived from the name of the biscuit - "Jaffa Cakes".
    Since the goal of the competition was to make something out of the product's box, it seemed logical to design a logo using the box and to extract the letters from the packaging.
     
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    Official competition website
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     Branded social media portals
  • Print Material
    Poster
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    Props
    Design and production of objects we needed for promotional purposes (print & video).
  • Viral video clips
    We produced a series of clips which served as teasers and which were distributed using various channels.
    After the official start of the campaign, we published a short film and additional video clips; several of which were broadcast on television.

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    Teaser
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  • Official promo video - Call for action
  • Guerilla street activities 
    The initial concept also included street and flash mob activities, which would have seen a variety of creatures and characters dressed up in cardboard costumes. In addition, we had also proposed the modification of several buildings and structures in Belgrade and other towns and cities in Serbia as an alternative to billboards.

    But… budget, budget, budget.

  • Participant's 
    The campaign had an overwhelming response which saw certain contestants not only creating objects but also generating short films and commercials for the campaign.

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  •  All of these and much more can be found on:
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    Credits:
    Art direction & Project management by Ivo Martinovic
    Creative direction by Ivo Martinovic, Julio Woods, Obrad Susa and Nikola Romic

    Photography & post production by Ivan Masic
    Video production by Ivo Martinovic & Julio Wood (director & editor)
    Graphic design by Stevan Cirovic, Goran Stankovic & Aleksandar Perisic
    Object made by Aleksandar Perisic, Milos Petrovic, Marko Boskovic, Veljko Mirkovic, Tijan Boris Ninkovic
    Web development by Obrad Susa & SOBOT
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