Tip Top invites parents to show their kids' amazingness in new campaign via BMF

Screen Shot 2015-02-03 at 12.00.07 pm.jpgFor a new brand campaign, Tip Top The One and BMF are helping feed and encourage kids' amazingess.

The bread, now softer than ever, has high fibre, vitamins, minerals and lower GI than regular white bread. And all the media space gives regular kids a stage to show off their weird and wonderful talents.

VIEW THE GEORGE SPOT
VIEW THE ELYSSA SPOT
VIEW THE ARIEL SPOT
VIEW THE SOULUZ SPOT
Screen Shot 2015-01-28 at 7.49.38 am.jpgParents are invited to celebrate their kids' quirky skills and show it to the world by simply taking a video and sharing it on Instagram, Facebook or Twitter using the hashtag #feedtheiramazingness. Every week Tip Top will award prizes to the best submission.

The campaign is brought to lifeaidan.jpg through the talents of George, Elyssa, Solusz and Ariel. No child prodigies, just real, relatable kids, each with their own amazing talents, from crazy dance moves to rollerskating Kung Fu.

In addition to this, Tip Top wanted to show off everyday kids' artistic skill to the whole of Australia. So for the out-of-home executions, more than 25 kids were invited to draw themselves eating their favourite sandwiches at school. Here are some examples:

Says Justin Ruben, creative director: "Kids have all these amazing abilities, like burping the alphabet, hopping on one leg while singing or Kung Fu roller skating. We wanted to highlight the way Tip Top The One brings out all this amazingness in children."

Says Graeme Cutler, marketing director for Darcie.jpgGWF: "We wanted Tip Top The One to connect with parents in an authentic, emotional way. BMF solved that for us with the Feed Their Amazingness platform. We are very happy with the result, and looking forward to seeing parents engaged and sharing their kids amazingness."

The campaign includes TV, digital, out-of-home, social media and content.

Creative Agency: BMF
Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Dantie Van Der Merwe
Copywriter: David Fraser
Strategic Planner: David Warren
Group Account Director: Kura Tyerman
Account Director: Kelly Howard
Account Manager: Chris Hill
Agency Producer: Esta gabriel.jpgLau
Designer: Matthew Hughes, James Tranter
Director: Amy Gebhardt
Producer: Fiona Pakes
Jo Cooper - Digital Production Director
Mark Ellis - Technical Director
Sam Power - Technical Lead
Mina Samandar - Digital Producer
James Blundell - Front end developer
Rachael Lounds - Integrated Project manager
Production Company: Exit Films
Post Production: Alt. VFX
VFX Supervisor: NA
Editor: Dan Lee, The Butchery
Music: Lukas Farry, Sound Reservoir
Sound Production: Lukas Farry, Sound Reservoir
DoP: Jody Muston
Creative Work: TVC 30', 15': Feed Their Amazingness
Video Content: George, Elyssa, Souluz, Ariel Digital: feedtheiramazingness.com
Outdoor: 15 executions 
Tiptop_CampaignImage.jpg

7 Comments

Chesney said:

I am so jealous that I didn't do these.

Mark said:

Love the print.
I assume this was a tiny budget. If the client valued marketing, the TV could have been a lot better.

Corey said:

Great stuff!

Carlos Furnari said:

Nicely executed.

Scotty B said:

Wicked work by some of my favourite people. Well played dudes!

Coogee sex house survivor said:

Love it guys, well done.

Rose said:

Love this campaign! Very real kids doing every day kid things.

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