Sticky Baits Krill Campaign Concept - 2016
Like it or loath it, Compare The Market have had a fantastic long term campaign promoting via the meerkat character. Inspired by their success, I thought maybe a character to promote the Krill brand of boilies would enhance the popularity of the product. Initially it was mocked-up for magazine adverts, it could have been adapted for merchandise like stickers, t-shirts, key rings. No other company to my knowledge had attempted anything like this in the carp-fishing industry, so in theory it could have worked really well.
Unfortunately the idea was deemed to be 'not on brand' and wouldn't fit into their usual style of advertising as a premium brand. Although I half agree, I still believe there was mileage in the idea and could have worked very well. The artwork never left pre-production stage, so what you see is a quick mockup tp present the idea.
