|Category||D01. Social Video|
|Entrant||DIGITAS London, UNITED KINGDOM|
|Idea Creation||DIGITAS London, UNITED KINGDOM|
|Idea Creation 2||KELLOGG'S UK & IRELAND Dublin, IRELAND|
|Production||DARK ENERGY FILMS London, UNITED KINGDOM|
|Peter Drake||Digitas||Executive Creative Director|
|Matt Watson||Digitas||Creative Director|
|Toni Smith||Digitas||Client Partner|
|Sarah Wales||Digitas||Account Director|
|Jamie Lane||Dark Energy||Director|
BackgroundIn a category that is in double digit decline, how do you get great-tasting cereal like Crunchy Nut into the audience’s routine outside of breakfast time?
Describe the strategyAlthough Crunchy Nut is still perceived as the ultimate tasty cereal, Crunchy Nut consumers, or ‘taste seekers’, long for new experiences. Because of this, and the increased availability of tasty breakfast options in the UK, Crunchy Nut portions are getting smaller. While the TV campaign focused on the Crunchy Nut core range (flakes), there was a clear need to increase awareness of the non-flakes part of the Crunchy Nut portfolio (i.e. clusters and granola), and promote consumption of the cereal outside of breakfast time. Let’s face it… eating cereal, especially Crunchy Nut, after dark is definitely something we already do! Who doesn’t love a bowl of cereal after a long day at the office? Whether it’s a late-night snack just before bed, something to munch on during a movie, or the saving grace after a rather messy night out, we’ve all been there.
Describe the execution#NotJustForBreakfast is a campaign created to expose the different snacking behaviours of people across the UK using a series of fun, social, comedic films; each focusing on a different snacking archetype. From the noisy eater who needs to mute their munching (we all know a few of those), to those who hate to share (yes, that’s you). We encouraged people at home to identify themselves, their mates and even their mum by tagging them in the videos. We also armed our community manager with a catalogue of gifs to continue the conversation and stoke participation and sharing. We joined in the conversations already happen with insight and data-driven and reactive content. And finally, we tapped into targeted fan group by challenging influencers to take part and keep the conversation going.
List the results• 563,570 social engagements • 90% positive sentiment vs 1% negative • 2,434,362 completed views on Facebook and Instagram vs the KPI of 1,597,366 • A total of 14,566,987 completed views online
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.