JWT Smarties project combines colour and the arts
Confectionery brand Smarties has launched a colour-themed arts project in which children are paired with an artist to create a piece of artwork.
The 8 Colours of Fun campaign for the Nestle product has been created by JWT Sydney.
The resulting project films – including music, sculpture, dance, photography and the spoken word were directed by Curious Films’ Summer Agnew.
“We wanted to use Smarties colour to inspire parents and kids to be creative and above all, have fun,” said Angus Hennah, JWT Sydney’s ECD.
The campaign launched today with blue as the first theme.
The project is being run online at Facebook and YouTube.
“Digital is a great tool for generating loyalty” said Nestle marketing head John Broome,
Credits:
- Account Management: Paul Coles (GAD), Fiona Tenaglia, Anna Swinburne
- Creative team: Angus Hennah (ECD), Simon Armour, Blair Kimber
- Summer Agnew (Curious)
- FSM (post production)
- Nylon Studios (sound)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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really well shot and nicely put together. could have reeked of cheese if they didn’t get it right but think they nailed it. that wee kid is something else – they must have pumped him full off blue smarties to keep his energy levels up!
“does it make you feel good about yourself?” classic!
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I like it. Hopefully the mums get into it as well.
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Love it too – so endearing, and really well cast.
Can anyone from the team tell us how scripted the little boy was?
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brilliant. one of the lovliest ideas i’ve seen in a while.
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Great work Angus – loved it. Matter of fact I was so caught up watching that kid and listening to the song that by the end of the ad I had to scroll up to remember that it was for Smarties. I suspect that is a “first viewing” reaction and once all the campaign colours roll out it will become instant recognition and brand association.
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Little boy in blue wasn’t scripted at all. He’s just one of those kids.
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Love the feel and vibe of the ad. beautifully shot and produced.
Can I ask the question – will it make more kids/mums buy smarties? Obviously its pitched at mums… maybe dads?
By the end of the video I actually forgot it was for smarties. Does that mean it works or doesn’t work.
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Steve, I had exactly the same experience – I couldn’t recall the brand. My instant reaction was that it didn’t work.
However, when I thought about it, ads like the British Airways ‘face’ ad left me with that exact same feeling – amazing visuals, beautiful music, but no idea what or who it was for. That is, until I had seen the ad numerous times – and now some decades later I still instantly associate it (and McLaren’s “Aria on Air”) with BA.
Time will tell, but I think the building blocks are in place for a very successful campaign. (And no, I don’t work for JWT or Smarties).
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Awesome work, lovely ideas, great talent…not sure how many smarties it will sell, though
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Steve and John – you’re not the demographic! =)
Im female 32yrs with a little boy, and it made me feel like buying smarties for myself more than for my son!
Well done – love Ray’s voice!
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“yeah, but will it sell?”
People asked a similar question of one purple drumming Gorilla..
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Yeah “by the end of the video I actually forgot it was for smarties.”
So did I with the big logo and pack shot.
I think this is an idea that’s not quite advertising, not quite art, just in the chocolaty brown middle ground. I like it.
BTW If the spots are 5 minutes, for some reason I don’t think it’s TV.
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What’s the song on the original ad?! I can’t find it anywhere the title or who its by …
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YES! WHAT IS THAT SONG????
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For those who want to know about the catchy music on the ad.
It is an original composition from Nylon.
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“Everybody, get yer legs ready” – loved it! Now I need to raid the office munchies box and get some smarties..
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Is there anyway we can download that song?
i loved it and cannot get it out of my head
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