Mikado, the GBGF owned (Joint Venture between Mondelēz International Inc. and Ezaki Glico Co. Ltd.) European biscuit brand, today launches a brand new integrated campaign across several markets including France, Germany, Austria, Spain, Italy, Belgium, UK and Switzerland.
The re-launch campaign, created by Fallon London, has been created under the new positioning ‘Effortlessly Original’ and has been developed to move Mikado from a repertoire brand to a regular, snacking brand.
This is the first campaign developed for Mikado by Fallon since the agency’s appointment earlier this year. Media includes TV, print and digital.
The central film ‘Casino’ launches in Germany today, and celebrates the originality of the Mikado product with the introduction of a quirky character with a unique style. His individuality becomes clear as we see his adventures at a grand casino unfold: he arrives dramatically by parachute, the briefcase he’s carrying is secured to his wrist by his own shoelaces, the throng on the casino floor stops and stares as he passes. He spots a private room through the crowd, and, pausing only to enjoy a Mikado biscuit, he enters to take an empty seat at a gaming table already populated with an eclectic bunch of characters.
He opens his briefcase with a flourish revealing to everyone’s bemusement, the classic table-top game ‘Hungry Hippos’ inviting those assembled to join him in a game, and to share his box of Mikado, with the merest raise of an eyebrow.
The film’s irreverent feel and strapline ‘Stay Original’ embody what Mikado stands for: the chance to let your originality fly by enjoying a snack with a style and eating ritual all of its own.
A spokesman at Mikado said: “It has been an exciting journey to bring to life Mikado’s personality and quirkiness in such an involving manner, inciting us all to reveal our own originality.”
Sam Hibbard and Dan Watts, Creative Directors, Fallon said: “We're very excited about this campaign launch for Mikado, in collaboration with the mighty CANADA. Hopefully this first campaign will pave the way for more great work to come for this biscuity, chocolatey stick".
Project – Mikado ‘Effortlessly Original’
Client - Mondelez International
Brief – Relaunch the Mikado brand across Europe
Agency - Fallon London
Executive Creative Director - Santiago Lucero
Creative Directors – Sam Hibbard and Dan Watts
Creative Team: James Harrop & Michael Micetich
Producer – Alex Honnor
Account Director – Katy Cuff
Director – Canada
Production Company – Partizan
Production Co Producer – Miranda Johnstone
Editor – Dominic Leung @ Trim
Post Production – Big Buoy
Post Producer – Barny Wright
view more - Creative
Music – “Summer Boogaloo” Takeshi Teurachi
Sound – Wave
Categories: Food, Confectionerylbbonline.com, Mon, 23 Sep 2013 11:32:37 GMT