Karicare Toddler opens the pages of its story in new animated video campaign via Emotive
Danone Nutricia has launched a campaign for Karicare Toddler, with an animated creative that celebrates the brands heritage, developed by specialist video agency Emotive
The narrative is delivered through a quintessential entertainment lens – the classic storybook. Using a mix of live action and highly detailed 3D animation, Emotive created a pop-up book world that references classic miniature models and represents the vivid imagination of a toddler as she bonds with her father over a bedtime story.
Says Edith Bailey, consumer products and services director, Danone Nutricia ANZ: “Karicare has a rich local history that drives trust and reassurance amongst our parents. The Story of Karicare Toddler campaign brings to life our heritage and New Zealand provenance in a visually distinctive style. By communicating Nutricia’s 100 years of expertise in caring for little tummies, parents will feel confident in their decision when purchasing Karicare Toddler.”
Says Andrew Cameron, creative director, Emotive: “The objective of this campaign is to build trust with parents by leveraging Nutricia’s extensive nutritional expertise and influence on the evolution of Karicare Toddler from its New Zealand origins. The narrative uses a very relatable scenario of a storytime with a toddler, but then heightens the wonder and warmth by imagining just what goes through the mind of a child as you’re reading that story to them before bed.”
The campaign is rolling out nationally across TV, digital and OOH. In addition to the hero piece, there are two 15″ cut-downs.
For more information, visit http://karicaretoddlerstory.com.au/.
Client: Danone Nutricia, Karicare Toddler
Edith Bailey – Consumer Products & Services Director, Danone Nutricia ANZ
Robert Hill – Brand Manager, Karicare ANZ
Peter Napper – Acting Marketing Manager, Karicare ANZ
Nicole Chen – Assistant Brand Manager, Karicare ANZ
Creative & Production: Emotive
CEO: Simon Joyce
Business Director: Sarah Clifton
Strategist: Lucielle Vardy
Creative Directors: Andrew Cameron & Zane Pearson
Director: Zane Pearson
Senior Producer: Alistair Pratten
DOP: James Brown
Animation & VFX: Blackbird
Composer: Johnny Green, Rumble
Sound Design: Cam Milne, Rumble
Sound House Producer: Michael Gie, Rumble
Emotive Post Production: Uthayan Selvaraj