FiLIP Technologies launches new ‘The Best Day Ever’ content series via Leo Burnett, New York
Filip Technologies launched its first campaign “Best Day Ever” to support the release of FiLIP – a first of its kind wearable smart locator and phone for young kids created by Filip’s new agency of record Leo Burnett, New York and Aussie expat and ECD Michael Canning.
The campaign is an imaginative, interactive content series that follows the adventures of a young girl named Rylee, uniquely demonstrating the rewards of being able to stay in touch with your child on any adventure.
Says Sten Kirkbak, founder of Filip Technologies: “We are thrilled to have such a strong relationship with Leo Burnett New York. In this evolving technology landscape, we knew we needed a partner who is in touch with what’s happening in culture today, and could help us introduce our brand in a way that will resonate with today’s modern parents.”
Says Jay Benjamin, chief creative officer, Leo Burnett New York: “FiLIP have really embraced us as a partner in building their brand, from the earliest formative stages. It is very exciting to launch an entirely new category of wearable technology where the future is unwritten.”
To launch the product FiLIP took a very different approach. They began by asking a large group of kids the ultimate question – “What would be your Best Day Ever?” In a content driven marketing launch, FiLIP are choosing the best answers from the kids, which ranged from “touching the moon” and “eating tacos on a roller coaster”, and making them a reality in the new series called ‘The Best Day Ever – A series of big adventures wearing FiLIP’.
Says Canning: “FiLIP is an amazing example of how technology can help parents in the digital age. Parents want their kids to be safe, but above all they want them to have the freedom they need to just be kids. ‘The Best Day Ever’ shows how parents can now stay connected on any adventure.”
The first episode of “Best Day Ever” features an adorable 6 year old girl from New Jersey named Rylee. During her initial interview, Rylee said that her ‘Best Day Ever’ would be to learn to cook in a professional kitchen, and then share her recipe to teach the world how to cook. A month later, FiLIP collaborated with professional cook and food writer Claire Thomas to make Rylee’s Best Day Ever happen in New York City, all while wearing a FiLIP.
Says Stian Ward Bugten, associate creative director, Leo Burnett New York: “The idea is that while the kids get to go on an amazing adventure, they will be wearing the new FiLIP watch and can keep in touch with their parents along the way – bringing the product to life through real stories on an innovative storytelling platform.”
FiLIP was founded when Norwegian entrepreneur Kirkbak lost his son in a shopping mall for 30 minutes. The experience inspired the idea for a device that would keep parents and young kids connected, particularly those too young to have a smart phone between the ages of 5 and 12. While FiLIP is designed to keep kids safe, the brand has a vision that is far bigger than just safety. Following CES, Forbes distinguished FiLIP as “an invaluable device for kids on the go”.
As a breakthrough product in wearable technology for kids, FiLIP represents a new generation of tech start-ups that are seeing the value in using new world marketing and advertising to launch and build their brands.
Leo Burnett New York won the Filip business in early 2013 and is responsible for the brand’s integrated efforts including strategy, design, packaging, digital, social media as well as creative.
Agency: Leo Burnett New York
Jay Benjamin // Chief Creative Officer
Michael Canning // Executive Creative Director
Stian Ward Bugten // Assoc Creative Director
Ashleigh Young // SVP, Account Director
Stephanie Costa // Sr. Account Exec.
Harry Roman // Strategy Director
Ben Zumsteg // Senior Strategist
Steven Jordao // Designer
Jeremy Fox // Executive Producer
Tom Pina // Production Assistant, Editor
Deb Botkin // Creative Operations
Caviar Digital: Production, Digital Production, Post Production:
Falk Eumann // Creative Director
Sun Komen // Technical Director
Dieter Lebbe // Executive Producer
Nick Jasevovec // Director
Ralph Kuijpers // Lead Developer
Vanessa Jonasson // Digital Art Director
Terry Huynh // Post Producer
Ryan Brown // Edit
Client: Filip Technologies
Sten Kirkbak // Founder + CCO
Jonathan Peachy // CEO
Hilary Touhy // Project Manager
Media: Spark