Pringles - "Balancing Snacks"

Grey London

Grey London London, Reino Unido

5167

Marca: Pringles
País: Reino Unido

Anunciante: Kellogg's

Título	Balancing Snacks
Agencia	Grey London
Campaña	Keeping Football Fun
Anunciante	Kellogg's
Marca	Pringles
Fecha de primera difusión/publicación	2021 / 6
Sector Empresarial	Papas fritas, crocantes maicitos, galletas y palitos salados
Filosofía	Pringles is putting the ‘playful’ back into football after last season’s setbacks, with its new football-themed campaign. To spread their playful spirit, the Kellogg-owned snack brand’s aim is to remind people of the energy and feeling of the games wherever they watch, with restrictions still in place, and to make Pringles a part of the experience. Building on the playful element of Pringles popular Christmas campaign, Grey shows a football team having fun with their Pringles: we see players making unexpected use of the snack and its packaging as they train and prepare for their matches. In one film, a football team is lined up ready to start a match, but instead of getting ‘in the zone’ and focusing on the game ahead, the players are all turning, bemused, to look at one particular member of the team, who has decided to get playful with his Pringles ahead of the big game. The ‘Keeping Football Fun’ campaign, created by Grey, comprises multiple assets including TVC, social films, gifs, static images, OOH and stickers. All are designed to remind people how fun football is by showing how Pringles can enhance the football viewing experience. The campaign includes dynamic creative content in the form of animated gifs, shot during production of the social film, which will be optimised with a variety of copy and served at an array of trigger moments during the championship once it gets underway. As part of their digital innovation strategy, Pringles are always looking to create test and learn opportunities within their campaigns. Football culture is just as much about reactions as it is watching. So, beyond putting out traditional ads, Pringles are putting out real-time reactionary content that reacts to what is happening in-game as it happens. Utilising Grey’s master designs, Presto, Dentsu’s in-house Dynamic Creative has developed a bespoke template to scale the creative and bring the brand to life by responding intelligently to real-time data signals across 7 markets. Kellogg, Carat, Grey and Presto collaboratively identified audience, time of day/day of week, and live sports signals as the key data triggers to be truly relevant to the Pringles audience and connect in a new way. Based on these real-time triggers, the template will dynamically populate Grey’s fun relevant copy matched with lively GIFs to ensure the creative served at that key moment in time is tailored to the individual. The campaign will run across Europe in 24 national markets – primarily on TV and VOD, before having a social rollout from June.
Medio	Otras animaciones
Duración	10 seconds
Productora	Dark Energy Films
Marketing Manager	Stephanie Thys
Marketing Manager	Aisling O’Hara
Senior Brand Manager	Rui Frias
Marketing Operations Manager	Fergus Brady
Senior Marketing Operations Executive	Tony Colleran
Senior Digital Manager	Roisin Devine
Digital Marketing Specialist	Stephen McSweeney
Media Specialist	Louise Murphy
PR & Communications Manager	Seamus Clancy
President	Laura Jordan Bambach
Responsable de la creación	Laura Jordan Bambach
Miembro del equipo creativo	Gavin Kellett
Miembro del equipo creativo	David Hillyard
Planificador estratégico	Lee Barber
Planificador estratégico	Gil Caldwell-Dunn
Business Leader	Agi Varanyi
Business Director	Tamsine Foggin
Director de cuentas	Becky Devereux-Pile
Responsable de cuentas de agencia	Alice Ashwell
Productor de la agencia	Michelle Kasper
Productor de la agencia	Stacey Kell
Productor adjunto agencia	Roberta Fox
Productor adjunto agencia	India Smith
Diseñador	Tyrone Zall
Diseñador	Adam Carter
Media Agency	Carat
Client Director	James Morgan
Digital Planning Manager	Isabella Elesinnla
Presto - Senior Account Manager	Erica Hungerford
Productora	Town Productions
Productor	Rosa Junkovic
Productor ejecutivo	Callum Johnson
Realizador	Paul Gay
Director de fotografía	Ryan Kernaghan
Production Design	Smile Productions
Post-production Producer	Rosa Junkovic
Montador	Michele Difrancesco
Colorista	Ben Rogers
Colorization	Grammercy Park Studios
Executive Post Producer	Annika Gustavsson
VFX Artist	Steve Miller
Compositor de música	Liam Conwell
Sound Engineer	Toby Griffin
Post Sound Producer	Annika Gustavsson