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MullenLowe Group UK Builds Bahlsen's Familiarity with New Visual Identity 

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MullenLowe and MullenLowe Profero collaborate to launch Bahlsen’s new visual identity


MullenLowe Group UK Builds Bahlsen's Familiarity with New Visual Identity 

Today, MullenLowe Group UK launches Bahlsen by Design, a brand relaunch for the international sweet biscuit manufacturer’s full product range. 

Using Bahlsen’s new brand design, created by Auge, MullenLowe Group UK was briefed to build customer familiarity with their refreshed look and feel. Following MullenLowe Profero’s appointment as Bahlsen’s lead website and social global agency of record in December 2020, the team have been working under the same umbrella as MullenLowe to re-ignite Bahlsen’s online experience. 

In parallel with the web-build, MullenLowe created four modern-art films. When making these beautifully crafted, architectural style hero films, each biscuit was treated like a masterpiece. The Creatives behind the campaign have ensured each was shown off for its beauty and attention to detail. MullenLowe worked with Zelig Sound to create one principal track used for all four films, but with noticeable differences so each one is distinctive. The team used a technique called cymatics where the animations are driven by the sound. This process enables the tracks to be in the same key as the sound the biscuit makes when it snaps, a world first.

Taking inspiration from Bahlsen’s rich artistic heritage, both the films and website experience embody Bahlsen’s love for art and design, a love that has run deep through the brand thanks to their founder, Hermann Bahlsen. MullenLowe Group UK wanted the communications to reflect this commitment to art, beauty and design. 

The Bahlsen website is being developed by Webcuisine. UK Media is being handled by MediaCom and launches in the UK today across TV, OLV, Digital, Press, OOH, with a supporting spend of £5m. It plans to launch globally from July. Bahlsen’s PR is being handled by Taste. 

Claire Sutton, marketing director – global brands and insight at Bahlsen, said: “Our campaign is the perfect way to launch the new visual identity of the Bahlsen brand. The same level of thought, love and attention to detail went into every aspect of the campaign, just as it goes into every aspect of our biscuits. From the biscuits being treated as the masterpiece in the frame, to the backgrounds reflecting the elements that make each biscuit unique, to the music track matching the note our biscuits make when snapped, this campaign showcases our products in a unique way.”

Rachel Wells, executive creative director at MullenLowe Profero, said: “The online experience has been lovingly crafted to showcase the beautiful biscuits and reflect the heritage of the brand which is steeped in art and design history. The transformation was really about ditching the traditional FMCG website model and creating a visionary experience, allowing visitors to escape to a sensorial world of delicious craftmanship.” 

John Dean, creative director at MullenLowe, said: “As with the new pack design, we wanted these ads to reflect the fact that Bahlsen make beautifully crafted biscuits. Indeed the biscuits inspired not only the textural backgrounds but also the music tracks which are composed in the key of each biscuit snap.”


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Agency 

Agency: MullenLowe (part of MullenLowe Group UK)

Chief Creative Officer: Jose Miguel Sokoloff

Chief Strategy Officer: Ayesha Walawalkar

Creative Director:  John Dean 

Creative Director: Gary Marjoram 

Group Account Director:  Lee Allen

Account Executive: Lilly Andrews 

Strategist: Luke Stockill 

Producer:  Alex Pemberton 

Designer: Dave Allen, Elisabeth Bolzon, Tom Hamilton

Agency: MullenLowe Profero (part of MullenLowe Group UK)

Strategist: Sam Brigstock

ECD: Rachel Wells

Designer: Bradley Nicholls

Head of UX: Iain Hinchcliffe

UX Architect: Florence Opara 

Account Director: Lucy Coombs

Account Executive: Amy Greasby

Senior Project Manager: Panos Papakostis

Business Analyst: Ben May

Agency 
Production 

Production Agency: The Mill

Post Production 

Post production company: The Mill Design Studio

Executive Producer: Ian Walker

Producer:  Kate Ryan

PA: Sam Wood

Creative Director: Adam Parry

Art Director : Santi Zoraidez

Design Artists : Matthew Campbell, Rita Louro, Georg Fasswald, Luis Ribeiro, Freya Barnsley, Dani Wolf, Raquel Fernandes

2D Lead : Dan Adams 


2D Artist : Giacomo Verri


Online : Adam Maynard

Colourist: Alex Gregory

Music 

Music:  Zelig Sound

Categories: Food, Sweet

MullenLowe Group UK, Tue, 13 Apr 2021 10:49:00 GMT