Production Agency: Cherry Duck
Involvement: Concepting of ideas, overseeing the production, art direction.
What were we trying to achieve?
Pringles were launching new flavours in specific markets to plug gaps where opportunity for local flavours exists. One of these was going to be the new Emmental flavour in France. Our job will be to drive awareness of this new flavour through a social activation.
What is the single thing we want to say?
'Make a big cheese of the cheese'
Pringles launch new flavours quite often. But hey, this is Emmental! This is THE CHEESE. We want to see people make a big deal out of this! This is all about exaggeration, finding the most over the top and creative way of describing the power of the Emmental flavour.
- 1 video - Ask our fans to make ‘a whole cheese’ out of the launch
- 1 video - Awareness phase of the new flavour launch.
I conceptualised the two video ideas needed for this project. The first tells a simple story of a normal guy who has tried the Emmental chips for the first time, then tweets about it. The story then travels across 'twitter' and the news in an extremely exaggerated way.
The other is a simple 'magic' video which captures the attention of our audience in Facebook's news feed.