Chief Brand Officer | Chief Creative Officer | Chief Marketing Officer
Role: Executive Creative Producer
Client: Cravendale
Execution: Developed an animated series for Cravendale that ran initially as TV spots but evolved into longer form content distribute across TV, online, instores, outdoors.
Initial spots we're 60 seconds but longer form pieces we're developed in partnership with Cravendale into an animated show.
Won a Cannes Lions for best animated series
On the site you can select any character depicted in the ads, collaborate, interact and play with other visitors, all in the world of Cravendale ads. And you can capture the action to create your own 60 second films. You get the chance to share the movie-making experience with live visitors on the site and you also have the ability to have a private session with your friends. The films can be sent to friends as well as stored in a gallery of the microsite.
The idea was to bring the characters to life in a really interactive way. It’s one thing to direct and act out your own scenes, but the spontaneous nature of the site is probably what’s the most interesting thing about it – you never know what to expect or who you’ll meet when you come to the site.