The smARTies CHALLENGE!
CONCEPT:
SMARTIES is a colorful and fun treat for everyone. I wanted to target the artistic side in each person, whether young or old, a musician or even a stay at home mom. I came up with a challenge called "smARTies CHALLENGE".
The campaign is made of 2 stages, reaching out to people on the streets (in Canada) and people behind their computer screens (all across the globe).
The goal is to place interactive vending machines on the streets in busy areas. Anyone can play.
The options are: creating music, a drawing or a cake with Smarties on the Vending machine, and sharing it on social media, challenging others to recreate your art in real life. You can challenge a friend, or challenge the whole Smarties community on Facebook.
A video below will be demonstrating how it works.
I suggested a prize to entice people to participate:
- Win a free pack of Smarties after you finish submitting your art (for the Vending Machine users)
- Enter in the Draw to win 500$ worth of Smarties and a trip to London (because Smarties are originally invented in England) (for the vending machine users AND social media entrants).
SMARTIES is a colorful and fun treat for everyone. I wanted to target the artistic side in each person, whether young or old, a musician or even a stay at home mom. I came up with a challenge called "smARTies CHALLENGE".
The campaign is made of 2 stages, reaching out to people on the streets (in Canada) and people behind their computer screens (all across the globe).
The goal is to place interactive vending machines on the streets in busy areas. Anyone can play.
The options are: creating music, a drawing or a cake with Smarties on the Vending machine, and sharing it on social media, challenging others to recreate your art in real life. You can challenge a friend, or challenge the whole Smarties community on Facebook.
A video below will be demonstrating how it works.
I suggested a prize to entice people to participate:
- Win a free pack of Smarties after you finish submitting your art (for the Vending Machine users)
- Enter in the Draw to win 500$ worth of Smarties and a trip to London (because Smarties are originally invented in England) (for the vending machine users AND social media entrants).
MESSAGE:
Whether you Shake it, Sort it or Bake it. SMARTIES is a Fun non-artificial, naturally flavoured, vibrant treat for everyone!
OBJECTIVE:
SMARTIES is a tasty colourful treat and has been made with non-artificial ingredients for almost 10 years. In the last few years SMARTIES has had little to communicate in terms of news. At the same time, the competition has intensified with M&Ms launching many new flavours and other competitors appearing on the market.
We need to create an advertising campaign that puts Smarties back in the Media and get people to interact with the brand in order to remind them of the fun of Smarties.
We need to create an advertising campaign that puts Smarties back in the Media and get people to interact with the brand in order to remind them of the fun of Smarties.
TARGET AUDIENCE:
SMARTIES has a universal appeal and a universal connection to happiness. No matter your age, the SMARTIES target loves to explore and discover the possibilities of their imagination. While Mom's and Children are primary drivers of sales, ideas should not be overtly directed at Mom's and Kids.
CATEGORY, PRODUCT OR CONSUMER INSIGHTS:
SMARTIES has a powerful brand culture that transcends age connecting children, teens and adults alike. It also has a rich and deeply anchored brand memory, which lives in our early childhood. The magic of SMARTIES is how you interact with them, whether you shake them, sort them, bake with them, suck them slowly, crunch them fast or "eat the red ones last". Engagement with SMARTIES is highly personal. No rules, no right or wrong, "It's about what I do with my SMARTIES."
REASONS TO BELIEVE:
SMARTIES has been in Canada for over 85 years. They are widely loved and recognized by Canadians. Consumers have strong memories associated to SMARTIES and think of them as a very fun, playful and colorful brand. Since 2009 they have been made with non-artificial colours, since 2011 they have been made with non-artificial flavours, and since 2013, responsibly sourced cocoa. Our main competitor, M&Ms does not have these strong credentials and lags in this area.
DISCLAIMER:
This campaign did NOT go live in the market, and Smarties Company does not have anything to do with it. It is a concept I created based on a brief given by "https://nationaladvertisingchallenge.com/briefs/creatives/categories/?competition=10" as part of their advertising competition of last year.
I modified the brief a bit and created the concept and designs of the Campaign.
SPECIAL THANKS:
- Daniella Noun who did the shooting and editing of the ShakeIt music Video
- Ghady ElKalaany who was the "Shaker" in the video.
This campaign did NOT go live in the market, and Smarties Company does not have anything to do with it. It is a concept I created based on a brief given by "https://nationaladvertisingchallenge.com/briefs/creatives/categories/?competition=10" as part of their advertising competition of last year.
I modified the brief a bit and created the concept and designs of the Campaign.
SPECIAL THANKS:
- Daniella Noun who did the shooting and editing of the ShakeIt music Video
- Ghady ElKalaany who was the "Shaker" in the video.
Vending machine to be installed in various locations across the country.
Mockups of the Vending Machine Interface
Video Demo of the Vending Machine interface
Social Media posts for promoting the challenge
I've done an example of how the interaction would be throughout the 3 categories.
Below is their presentation on Social Media
Below is their presentation on Social Media
1. "Bake it" Social Media post that will be sent to the challenged friend.
2. Example of how a drawing can be made into a real cake, and how the post would be after the Challenge is complete.
2. Example of how a drawing can be made into a real cake, and how the post would be after the Challenge is complete.
1. "Sort it" Social Media post that will be sent to the challenged friend.
2. Example of how a drawing can be made using real smarties, and how the post would be after the Challenge is complete.
2. Example of how a drawing can be made using real smarties, and how the post would be after the Challenge is complete.
1. Example of how the audio file would be sent to the Challenged person. You can play it automatically when pressing play without having to exist Facebook.
2. Example of the final Video of the Entry (the editing was made by Daniella Noun, and the music video was made with the help of Daniella Noun and Ghady Kalaany)
2. Example of the final Video of the Entry (the editing was made by Daniella Noun, and the music video was made with the help of Daniella Noun and Ghady Kalaany)
