Wonder Smooth gives white bread back to the kids in new campaign via Slingshot and KOJO
Kids lamenting what they have to put up with in 2016 compared to when their parents were growing up with promises of the jetpack, flying cars and building real dinosaurs is the foundation of a new campaign for Wonder Smooth Wholegrain Bread.
Led by Goodman Fielder’s media agency Slingshot and produced by creative services business KOJO, the content series of six films sees children asking parents to ‘Give white bread back to the kids’, encouraging them to trial the bread that has all the best bits, without the bits.
The campaign features two hero videos and four other pieces of video and social content that will run across YouTube, Facebook and on selected media sites until October.
Slingshot, which won the consolidated media account for Goodman Fielder’s grocery and baking divisions in March this year, developed the strategy focused on capturing the attention of mums and using emotive storytelling and humour to reflect on her life.
The Sydney-based independent agency engaged KOJO which produced the content series including writing the scripts, casting, filming and editing.
Says Chris Johnston, head of digital and data at Slingshot: “We wanted to find a way to build on the great campaign creative developed by creative agency, Richards Rose, by adding a layer of related content that would both entertain and educate our audience. There’s a nice element of nostalgia that will resonate with our audience, particularly when its delivered by today’s kids. This suite of content will significantly increase our ability to maintain relevance and attention with our audience over time, well beyond what can be expected of a one-off campaign.”
Says Richard Coburn, director, KOJO: “We wanted to create engaging, humorous pieces to really connect with audiences across the digital platforms and build upon the brand’s personality. Our designers created this wonderful, colourful adult world that subtly reflected the Wonder Smooth Wholegrain brand, but the kids were the real heroes of this project. Throughout filming the kids were amazing and it was one of the most enjoyable on set experiences the KOJO team have had.
“It was the first time that Slingshot, Goodman Fielder and KOJO have come together to partner on a project, and the result is a range of dynamic and funny videos where kids play in the adult world, asking only for the return of white bread.”
Client: Goodman Fielder
Marketing Manager – Craig Murphy
Media Agency: Slingshot
Chris Johnston – Head of Digital & Data
Lisa Overall – Strategy Director
Vanessa Akem – Senior Implementation Planner
Leslie Yung – Digital Planner
Catalina Beltran – Social Media Manager
Sally Powell – Agency Producer
Creative and Production: KOJO
Producer – Travis Kalendra
Writer/Director – Richard Coburn
Digital Producer – Maxx Corkindale
Production Design – Leeth Keough
Character Design – James Boorman
Casting – RMT Management
9 Comments
Did the kids come up with the jokes as well. Rubbish.
It’s a cute film, but it’s FMCG. Since when did you need 6 x 2 minute films to explain the idea.
I’m sorry these are just terrible.
Yikes
How in love with their own work were the creatives on this? I was interested from a marketing point of view and even so could only make it a minute into the first one. Actual real consumer-people won’t last 10 seconds.
Goodman fielder. its time for a rebrand. Shitman fielder.
Bad client and even worse agency for letting that manhandle the work too much.
Over length and uninspiring.
Many boxes must have been ticked in the “creation” of these, how satisfying for about 5-10 people.. they must be happy.
Key messages and a digital spend, what more do you need?
Laughing. Out. Loud.
This is what happens when you allow media agencies and content producers to create the work.