Ikon reveals first campaign of full-service offering with ads for Windsor’s Potato Chips
Ikon Sydney has unveiled an animated campaign for Windsor’s Potato Chips, the first campaign produced under its reworked full service offering.
The campaign features the Windsor family, including an Amelia Earhart type, a detective, a ship’s captain and a talking dog, in a “micro-soap opera series”.
Snackbrand’s marketing director Mark Fryday said: “The campaign deliberately sets a new course for the premium chip category, one that is bold and stands out from the pack, reflective of the unique and distinctive attributes of our new Windsor’s range.
“Ikon’s challenge was to help drive trial and build the brands personality by bringing the brand characters to life in an engaging way.”
Ikon chief of creative services Natalie Musico said: “Windsor’s is a new premium chip that breaks the category rules, so we wanted to create an equally distinctive idea. The animated series, with its quirky style and tone of voice, provides a great brand platform for ongoing storytelling.”
The video series is supported with social and cinema which aim to drive viewer engagement with the characters. It’s further supported by a partnership with Woolworths and in-store radio.
Agency Credits
- Brand and Media Strategy – IKON Group Sydney
- Creative Concept – IKON Group Sydney
- Production House – The Precinct Studios
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It doesn’t make you an artist.
Whether you’re a media company trying to go full service, a consultant going into creative or an agency going into media, at the end of the day you need the best people to do the best work.
Technically everyone can do anything, that doesn’t mean it will be good.
This is exhibit B for me. Bohemia’s News campaign is exhibit A. I don’t find either insightful nor compelling.
If companies trying to get into other areas can attract the best people to do the best work, all the power to them and I think they’ll be a success. But saying your full service to grab a bit more cash will see you found out soon enough by both consumers and client.
The best ideas always win, the question is where you are going to get them.
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And all I’m wondering is….. Why does the detective wear a pith helmet?
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I like it. You don’t see this style of animation as much in advertising these days. Pretty solid effort overall.
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no Motionlab, just in school projects.
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Like
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If you want to be a critic of the work at least get your name right.
I think you mean just because you can paint!
Lucky you are not doing the creative for Snackbrand or painting my house.
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Now, now hello?, play nicely. Creative is subjective, and have you seen some of the work that comes out of school projects these days!
Selling potato chips isn’t the sexiest proposition on earth, nor one to be taken too seriously. The creative is unique for the category and a bit of fun – in my opinion.
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So many people with a chip on their shoulder.
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