Zany humour in advertising is considered to be brave. Weird, isn’t it? Humour grabs attention, holds attention, entertains, makes people respond and usually makes them remember a commercial. It also makes people feel good – that’s good for a brand too.
Droga5 London has called on all those assets of zany humour in its global brand campaign for Setapp, a subscription service providing access to 190+ creative, productivity and maintenance apps for Macs, iPhones and iPads to help users complete any task.
The campaign, Don’t Get Sidetracked. Get Setapp, is built around three comic films, directed by awarded director, Jeff Low, each showing the absurdly dramatic consequences of someone failing to finish what they started.
The three films are supported by an all-new look and feel for the brand, which was developed in-house by Droga5 London. Its design draws upon the visual language of the internet using familiar cues such as loading bars and pop-ups to express the campaign idea. The design will be seen across film, static, display and social and features work from established artists including Tyler Spangler, Eva Cremers, Elena Xausa, Damien Weighill, Leanne Rule, Alex Tait, Matthew Cooper and Walter Newton.
The campaign launched globally on August 18 online and across social channels to attract new audiences to the brand.
It is Setapp’s first major brand push since launching three years ago and marks a new direction in Setapp’s marketing – to build mass brand awareness, in contrast to its previous purely performance-based approach.
Oleksandr Kosovan, Setapp chief executive officer and founder, stated, “This new campaign is the perfect intro to Setapp, playing on how productivity tools provide focus, a core value Setapp gives individual and business users, including remote workers.”
Ed Redgrave, Droga5 London creative director, added, “If you’re reading this it’s entirely probable you’ve started some other task and then become distracted and ended up here. If that’s you – or if that’s ever been you – you need Setapp. A suite of apps to help you complete any task.”
Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Creative Directors: Ed Redgrave & Dave Wigglesworth
Creatives: Nick Lindo & Sebastien Thomas
Lead Designer: Stephanie McArdle
Senior Designer: Matteo Alabiso
Studio Director: Tim Larke
Group Account Directors: Jonny Tennant-Price & Sophie Critchley
Account Director: Callum Raines
Strategy Director: Tim Whirledge
Producer: Peter Montgomery
Senior Assistant Producer: Deborah McCartney
Production Company: Biscuit Filmworks UK
Director: Jeff Low
Managing Director & Executive Producer: Rupert Reynolds-Maclean
Producer: Kwok Yau
Production Assistants: Adam Oyejobi & Roma Nesi Pio
Director of Photography: Kaname Onoyama
Production Designer: Maruxa Alvar
Editing Company (Offline): Work Editorial
Editors: Saam Hodivala & Jamie Hodgson
Edit Producer: Ella Sedwick
Post Production: Electric Theatre Company
Sound House: 750 MPH