SMARTIES / 8 COLOURS OF FUN
24 August 2010
JWT Sydney masterminds a cute branded content campaign aimed at mums
- Brand
- Smarties
- Media Type
- Branded Entertainment
- Online
- Product Category
- Food - Sweets & Snacks
- Country
- Australia
- Source
- News
- Agency
- JWT / Sydney
- Production Company
- Curious Films / Sydney
- FSM / Sydney
- Director
- Summer Agnew
- Tags
- Smarties
- Nestlé
- FMCG
- Australia
- Branded Content
The 8 Colours of Fun campaign sees eight kids - one for each Smarties colour - paired with eight adult artists. The aim is for each duo to create an artwork inspired by their designated colour - be it a sculpture, song, photographic project or piece of interpretive dance. Each journey of creative discovery is being documented by Curious Films director Summer Agnew and will be available both via a branded YouTube channel and the Smarties Australia Facebook page.
www.youtube.com/user/SmartiesAustralia
The campaign has launched with the colour blue - a nod, perhaps, towards the brand's discontinuing of this colour which was met with universal disapproval from consumers until it was reinstated...
In project blue, plucky moon-walking nipper Jonathan teams up with singer-songwriter Raymond Wassef and the pair begin brainstorming around a song based on adventuring under the sea. Raymond goes away and uses themes/characters described by Jonathan to write and record a catchy, Jackson 5-esque tune - 'Bluewalk' - with his band, The Ray Man Three.
If suitably inspired by the colourfully creative process, Mums can find some inspiration of their own via the Facebook page; for each colour, Smarties has provided a downloadable PDF with instructions for a DIY art project to keep their kid(s) entertained. Consistent with Jonathan and Raymond's efforts, the first of these shows how to build a simple rubber band guitar!
Weekly Newsletter /
Most Contagious /
COMMENTS /
David
Love the clip, great song. The young boy is fantastic. Very intelligent. Any more adds with jonathan.