MediaMonks’ Aussie office launches new campaign for Oral-B
Procter & Gamble’s Oral-B Kids has launched a new Australian campaign via S4 Capital’s MediaMonks to encourage healthy teeth brushing habits in children.
This is MediaMonks’ first attributable creative campaign from its Australian office, which was launched formally last November. However, Mumbrella understands that this is not the first campaign the Australian office has done.
The campaign also marks the first work MediaMonks has done for Oral-B, and includes a new brand platform, ‘Brushtime Tales’, to make the idea of brushing teeth more exciting.
The animated spots see blue and purple figures brushing their teeth while they tell stories of chasing down a robber, defeating a sugar monster, and defeating aliens with a pea-sized amount of toothpaste.
Kim Jerbo, creative director at MediaMonks, said: “Every element of this creative was developed at MediaMonks from concept to character development and film. Results are extremely positive with content performing seven percentage points above industry benchmarks set.”
The campaign will be on YouTube with sequential targeting. The 30-second spot will target viewers first, and then the subsequent 6-second bumper spots.
Shea Warnes, strategy director at MediaMonks, said: “When kids spot a lecture coming they are quick to mentally retreat. So if we are to educate kids on good brushing habits, we need to be fun and engaging rather than authoritative. Stories have always played a powerful role in helping us share knowledge, emotions, hopes and beliefs. For kids, tales of wonder supported children learn about and navigate the world. So we wanted to use tales as tools.”
MediaMonks was appointed as UNSW’s digital transformation partner in January 2021.
MediaMonks’ owner, S4 Capital, was founded by executive chairman Sir Martin Sorrell. Sorrell announced the rebrand of MediaMonks and MightHive as a single brand last year at Mumbrella360: Reconnected.
In the past six months, MediaMonks has announced mergers with Shanghai’s Tomorrow, Germany’s Staud Studios, and Los Angeles’ Low Earth Orbit.
Credits:
MediaMonks:
Creative Director: Kim Jerbo
Strategy Director: Shea Warnes
Senior Producer: Sophia Feary
Animation Producer: Sophie Smolders
Creative/Animation Director: Declan Byrne
Animation Director: Juan Bahamon
Art Director: Yan Jamacaru
Media agency: Starcom
