At the beginning of the year Supa Quick briefed human.kind advertising to develop a new campaign to promote the brand throughout the annum. The challenge for the creative team was to develop a campaign that would seamlessly mix brand messaging with strategic retail offers. The campaign would also be required to form a base on which future offers and brand messages could be built. The team enthusiastically explored a myriad of ideas from every angle, and inevitably there was that "light bulb" moment when one idea stood out among the rest.
With Supa Quick being at the cutting-edge of the fitment industry, boasting the widest range of products and superior expertise, it made sense that the most technologically advanced vehicles in the universe make use of its services. And so the TVC concept was born - using cars that transform into robots - allowing the team to create an intriguing story with quirky characters that unroll on TV throughout the year. Robots with big personalities added the fun element to the campaign, allowing the viewers to relate to the characters.
The brand advert features a group of robotic cars humorously interacting in a Supa Quick store while waiting to be attended to by the expert. Each of the characters has a problem that requires fixing which allowed the team to create spin-off retail ads featuring each one of the characters having his problem solved by a Supa Quick expert, with a relevant retail offer. "The concept human.kind developed is perfect for our needs, allowing us to demonstrate the personality and values of the brand while still delivering focused retail messaging," said Romano Daniels managing director of Supa Quick.
Creative director at human.kind, Matthew Cooper said, "Coming up with a catchy concept was just the beginning; the next challenge was to find a production house to help bring the idea to life, with the level of production value that would be true to the cutting-edge concept. It was clear that the most skilled animators with the ability to seamlessly blend animation and live action, would be needed, and that made Luma - who embraced the project with much excitement - the obvious choice." The true magic happened as the Luma team breathed life into each of the animated characters and added them into the commercials.
"The end result is the visually stunning, highly entertaining and effective campaign that you see on your TV screens. So keep watching to see the story unfold in the line-up of adverts over the next six months," concluded Cooper.
For further information on human.kind please contact Deon Kruger, managing director, on 011 447 1211 or visit:
www.humankindadvertising.co.zahuman.kind is a unique agency of talented creatures who revel in providing creatively driven solutions to clients. It has a vested interest in social and environmental health because its aim is to exist in a state of harmony with the world beyond its office walls. When it comes to communication, human.kind prides itself on its skilful advertising, strategic insight and solid brand development.
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