Fri, 29 Jan 2021 10:33:21 GMT
Pringles is breaking through the walls of reality by helping the character zombie Frank escape from a video game live on Twitch.
The idea represents a world first in gaming, and gaming culture, by not only bursting out a character from a game and making it vanish for two weeks, but then returning Frank back into the game with new personality traits for players to find and interact with.
Pringles’ new campaign builds on a longstanding partnership with Xbox and sees the brand continue to be the snack of choice for gamers whilst helping Frank to escape his digital environment to become the overnight star of an ad campaign that changes his character forever.
Stephanie Thys, European marketing director at Kellogg’s, says: “We are continuously looking to step up as brand in the gaming space and to elevate the gaming experience through some unexpected fun which is exactly what Frank will bring. We know gamers love Pringles for its non-greasy and easy to access qualities and we can’t wait for them to ‘Pop, Play, Eat’ with our friendly zombie, Frank. We’re delighted to be the first brand ever to take a character from a game and return it and can’t wait to push the boundaries even further in the future.”
The campaign premieres in the UK in a collaboration with the gaming influencer ‘Leahviathan’. She will pop a can of Pringles live on her Twitch livestream on January 27th at 7pm GMT, which will attract the zombie from the game she’ll be playing (West of Dead, published by games company Raw Fury), into her room through her screen. She’ll quickly realise though that the zombie is there to attack the snack, not her… In a fun reference to the 80’s classic horror genre movies.
Laura Jordan Bambach, CCO at Grey in London, says: “In this approach we thought less like a snack brand and more like a gaming brand, creating something that gamers can engage with, not just advertising but in the game itself.” avier Campopiano, creative chairman, adds: “It’s a first on Twitch and for the gaming world to have a character actually leave a game and enter the real world. Having him return into the action for players to find and meet is an added layer of fun.”
The immersive theatre like branded content will kick start the campaign with Frank then taking over Pringles_UK and RawFury’s Twitter accounts to interact with gaming fans across Europe.
In a series of hilarious films, Frank will learn to be more social and then return to West of Dead two weeks later, invited by his makers at Raw Fury, as a socially-savvy, Pringles-eating character that will be an ‘Easter egg’ for players everywhere.
The character’s re-introduction back into West of Dead with a new purpose is something the gaming scene hasn’t ever seen before. From 10th February, Frank will become a permanent member of West of Dead. Frank will have his movements tracked through a motion capture suit to become… himself in the game again. He will be sat down at a table in the game’s opening saloon waiting to meet players to provide them with hints and tips.
The process in which the UK team at Grey produced the campaign also broke boundaries - but not Covid-19 restrictions: the films were captured in a seven-day ‘Mega shoot’ in Slovenia, supported by production in a ‘video village’ in London and, with senior members from Kellogg and Grey overseeing the remote shoot together.
The campaign also involved a partnership with the indie games publisher Raw Fury to create the Frank character and to help Grey to build a story arc around his adventures. They also aided in putting Frank back into the game smoothly: that way, Frank will smuggle the brand (and a can of Pringles) into the centre of the gaming world, becoming a reference for gamers in that game, forever.
Susie McBeth of Raw Fury says: “When Pringles and Xbox offered us the opportunity to co-create a gaming campaign, we knew instantly that the quirky fun of the campaign was a great fit for West of Dead. Getting to transcend the game space by having Frank pop into the real world, interact, and then return to our game has been an exciting experience. We are delighted that we have a new permanent resident in Purgatory, and we can’t wait for all our players to meet him.”
Marketing Director: Olga Pere, Stephanie Thys
Senior Brand Manager: Elena Mancini
European Director: Chris Wildish
Marketing Operations Manager: Fergus Brady
Digital Marketing Specialist: Stephen McSweeney
Creative Agency: Grey
Creative Chairman: Javier Campopiano
Chief Creative Officer: Laura Jordan Bambach
Creative Directors: Pedro Rosa, Roberto Kilciauskas
Creatives: Terry O’Neill, Angela Harding
Strategic Planners: Lee Barber, Gil Caldwell-Dunn
Chief Content Officer: José A. Garcia-González (JAGG)
Agency Producer: Michelle Kasper, Greg Kates
Agency Assistant Producer: Veronika Dvorska
Business Lead: Agi Varanyi
Business Director: Francesca Philson, Tamsine Foggin
Account Director: Rameez Al Aghbar
Account Manager: Caroline Barton
Production Company: Hunky Dory & Missing Pieces
Production Company Producer: Doochy Moult & Tyler Byrne
Production Company Executive Producer: John Dory
Director: Conor Byrne
D.O.P.: Andrij Parekh
Service Company in Slovenia: Division
Service Company Executive Producer: Rok Bukovec
Service company Producer: Rok Luneznik
Production Design: Miha Knific
Editor: Matthew Felstead
Colourist: Ben Rogers at GPS
Executive Post Producer: Annika Gustavsson at GPS (Gramercy Park Studios)
Head of VFX: Mark Beardall at GPS
VFX Artists: Eileen Chan & Stephanie Mills
Composer: Matthew Smith at Wake The Town
Artist Manager: Dominic Bastyra at Wake The Town
Lead Sound Engineer: Zak Kurtha at GPS
Production Company: The Mill+
Production Company Producer: Elliott Tagg
Production Company Executive Producer: Dougal Meese
Director: Jessica Bishopp & Alfie Johnson
Production Designer: Elizabeth El-Kadhi
DOP: Joe Douglas
Editor: Peter Andrews
Make-Up: Natasha Lawes
Artist Manager: Zach Brown
Brand Manager: Susie McBeth
Developers from Upstream Arcade: Patrick Martin, Adam Langridge
EMEA Partnership Lead: Gordon Donald
Managing Director: Claudine Harris
Partnership Manager: Oliver Wiltshire
Media Agency: Carat
Genres: Comedy, People, Dialogue
Categories: Food, Savoury SnacksGrey, Fri, 29 Jan 2021 10:33:21 GMT