JWT creates 8 colours of fun for Smarties
JWT Sydney has launched a campaign for Smarties that followed 8 kids who were each teamed with an artist to create an artwork inspired by one of the eight Smarties colours. The artists were a mix of musicians, sculpters, dance choreographers, photographers and spoken word and installation artists.
Director Summer Agnew of Curious Films shot the project around Sydney over four weeks with post handled by FSM and music by Nylon.
“We wanted to use Smarties colour to inspire parents and kids to becreative and above all, have fun,” explained Angus Hennah, JWT SydneyECD. “The journey each artist and child take to create their artwork isjust as captivating as the final piece itself.”
The campaignwill launch with the colour Blue interpreted by Raymond (musician) andJonathan (kid). Families can watch the projects unfold at www.youtube.com/SmartiesAustralia and make their own fun at facebook.com/smarties- australia.
“TheJWT campaign is another great example of how Nestle brands can usedigital to create a richer and more engaging relationship with theirtarget consumers. Digital is a great tool for generating loyalty,” addsJohn Broome, Head of Marketing for Nestle Confectionery & Snacks.
Agency: JWT Sydney
ECD: Angus Hennah
Creative team: Simon Armour, Blair Kimber
Director: Summer Agnew
Production Company: Curious
Post Production: FSM
Sound: Nylon Studios
Account Management: Paul Coles (GAD), Fiona Tenaglia, Anna Swinburne
38 Comments
brown
brilliant. I love this. I am also a parent. Yet, think its very nicely done.
Lovely idea. Beautifully done.
Cute.
cheese flavoured
Done better by Dulux in London
Advertising 101: “in the absence of any great idea, get artists involved with the brand to add that creative streak you have failed to provide”
Great idea!
great content
spot on for the target audience
Doesn’t feel like advertising.
adorable, simple, fun. great work
Heres one DULUX prepared earlier but with a product that is actually relevant.
http://www.letscolourproject.com/blog/2010/04/the-third-chapter-of-our-documentary/
Average
Wow, that’s some highly contrived crapola.
Some brands/ideas are right for user driven content,/collaboration with artists/ yada yada, but this is just jumping on the bandwagon. The result is pretty average and definitely not going to entertain kids or their parents.
It’s smarties for chrissakes, just do an ad that’s going to sell lollies.
Hey 10.27
Are you the same fuckwit that comments on every post with a ‘Hey, everyone look at this link, it’s been done before’.
You must be a very bitter person.
Whoops.
Hey 2.15
I know you really like this work you have put up here, but not only is it shite, it’s been done.
Yes of course, a bunch of kids painting the walls of their school is the same idea.
2.33pm
I don’t particularly like this work, nor do I work at the same agency, or know anybody involved with this project.
I’m just tired of lame arse fuckwits with no creativity of their own posting links to other campaigns that they believe have been ripped off.
It’s really fucking tedious and less creative than the campaigns they’re criticising.
I don’t know if kids would be bothered. If I was a kid I rather watch cartoons or play playstation.
I don’t know Simon or his wife Justine, but when Justine proudly posted this on Facebook this morning (I know this because a person who I know who knows her told me) I was really pleased for him as I’ve heard he’s a great guy and it’s good to see someone who (apparently) used to work at McCanns Brisbane eight years ago really kicking on.
Oh, by the way, happy birthday for the other week Hotdogs.
Both Dulux and Smarties are crap. Who the fuck wants to enter into a relationship with a Smartie? Just do a funny ad.
If you had gone to Cannes this year, you would know that this will sell many more Smarties than an ad ever would. Wake up, wanker.
love funny ads but love creative ones as well especially where it comes from the kids, nothing like a kid’s view of the world!
It’s all been done before. RIP. Just make it different and make it beautiful.
Very poor. Who’s meant to actively watch this garbage?
So Nestle are encouraging kids to hang out with strange adults and share lollies with
them.
Stranger danger kids, stranger danger!
I think the content is great and I’m looking forward to the next installments.
Superb work that will make Mum melt and is true to Smarties. Well done I reckon.
9:23 and 5:42 = Agency.
Idea: Put 8 kids with 8 artists?Guys, that’s pure laziness.
Parents don’t wait for projects to ‘unfold online’. Full stop. This will die in the arse, whether it’s been done or not.
Number 13 on youtube. Apology accepted.
contagious magazine’s featured work too
I’m reading this blog and unfortunately reminded of the amount of petty assholes that work in advertising. Are you all on P? Do you not remember that there is a world outside of your own egos and those agency doors? Can you not just be positive about something that is actually quite enjoyable to watch? For goodness sake.
I love this. It’s a far cry from all the other lolly/chocolate ads out there and paints such great picture of how the creative process works and how fulfilling it can be if you just let the process flow. And the kid is really cute and real.
Who cares about Dulux and other stuff that apparently this resembles….I don’t. This is what it is and it’s the people in it that make it magical and unique.
Perhaps, some of you haters should take your boots off your desks, empty your heads of the visions of how wonderful you are and actually go and do something creative.
4:09
Mother of 2 (who work at JWT).
Well done, Summer.
Nicely directed.