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Nestle BonPari
Role
art-director, designer, strategy
Project type
digital content, special project, 3second videos, AI, social network
A digital campaign for Bon Pari VKontakte:
6 short videos and a bot which makes jelly-looking photos
https://vk.com/jumble
Together with Nestlé we have launched a digital campaign to support the renewed
Bon Pari jelly - now in every Bon Pari pack there are jellies shaped as stickers from popular social network VKontakte.
This unique collaboration means that all sweets are filled with optimism and a bit of internet madness.
To convey the story of amusing jelly stickers appearing in different Bon Pari packs we have created a series of original and mad video recipes.
STEP 1
The peculiarity of the videos is that they are 3 seconds long, so that they could stand out in the "fast-scrolling" digital environment.
STEP 2
We decided to share the secret of sticker “jellification” and to create good mood for all Bon Pari lovers. Together with VKontakte we have produced a bot that makes jellylike photos: vk.me/jumble
RESULT
1) We achieved a huge response from the audience: millions of views, thousands of likes, comments and shares. New Bon Pari with jelly stickers became a theme of many discussions in the comments section and beyond it.
2) The project got the Bronze prize at EFFIE AWARDS 2018
TEAM
Agency: J. Walter Thompson Russia
Copywriter: Alexander Korolev
Art Director: Kate Grekhova
Group-head: Vladimir Cherepkov
Agency Producer: Ksenya Rukavishnikova
Group Account Director: Maria Petrovicheva
Account Manager: Ekaterina Smelyanskaya
Production: Fetish Film, VKontakte
Producer: Irina Pavlova
Directors: Dima Dragun, Max Nabokov
