In Australia, Babybel is the on-the-go go-to for littlies. Havas/Providence and production company, Prose on Pixels, have given it grown-up appeal, ironically by tapping into child-like joy.
The Fun Kind of Good, leads with an animated film loaded with cute Babybel characters, humour, a high-energy song that that “good”, far from boring, can actually be a blast. The campaign aims to fit Babybel into snacking culture, with 91% of people around the world snacking at least once a day, according to the 2024 Mondelez State of Snacking Report.
“To really make these messages land, and to make healthy snacking desirable, it was key to bring back to life the fun and playfulness that is inherent to our brand’s DNA. We wanted to deliver these messages in an approachable way, not be serious,” stated Louis Lopez, Babybel marketing director.
Directors, SoandSau (known for evian’s Water Boy), crafted a custom-made environment for the Babybel characters, that gave each of them a real personality with their own fun language by sound production company, Capitaine Plouf, to highlight their emotional reactions and their playfulness.
“We had a lot of fun creating this campaign together with the creatives, directors, production, account teams, and client. And this playfulness and shared enjoyment definitely comes through in the films,” stated Julien Deschamps, Providence creative director.
The Babybel characters were brought to life through precise modelling and animation, their movements inspired by gymnasts to ensure fluidity. The campaign song, I’m your Baby, created for the campaign, was performed by Australian artist Sam Quealey, and introduces the brand’s new sound identity, “I’m your baby-babybel”, that is present on all the video assets to introduce and close the films.
“I saw a clear musical thread running through Babybel’s history, from the sunny California pop of the Beach Boys (with their famous Barbara Ann reimagined as “Babababababybel” to today’s hyperpop, embodied in this campaign by Sam Quealy who completely embraces her uniqueness – and that is so modern. To me, staying in tune with the times is the secret to an iconic brand and campaign. This direction felt spot-on to me, and I’m glad Bel went for it,” stated Fabrice Brovelli, POP France creative vice president.
The full global campaign includes a 45-, 5×20-, 5×15- videos, outdoor, print, DOOH and digital. It launched first in North America at the beginning of May (TV, OLV, social media), with the long format then broadcast in cinemas from May 23. Launches will follow all across Europe (France, Spain, UK…) during the northern hemisphere summer.
Credits:
Client : Bel Groupe [Babybel]
General Manager: Linda Neu
Marketing Director: Louis Lopez
Senior Global Manager: Tiphaine Bernard-Piekarski
Creative Agency: Havas/Providence
Vice President: Marielle Durandet
Associate Directors: Mirella Ghil & Damien Clanet
Account Manager: Laure Vrielinck
Junior Account Executives: Roxane Aguilar, Mehdi Bennis
Executive Creative Director: Antoinette Beatson
Creative Director: Julien Deschamps
Copywriters: Jean-Christophe Lesne, Aurélie Guilbeau, Alexander Choat
Art Directors: Frédéric Rougier, Laura Tarlton
Creative Ressources Manager: Constance Chauveau
Head of Production: Susan Baumerder
Creative Producers: Géraldine Fa , Andrea Hortua , Félix Vroegop
Agency Post-Production: Prose On Pixels
Strategic Planning: Yann Chervet
Social Media Manager: Thomas Recouderc-Meunier
Production House: Prose On Pixels
Directors: Soandsau
Producer: Jacques-Etienne Stein
Executive Producer: Jacques-Etienne Stein
3D Studio Director : Emilie Nicodex
Post Producer : Xavier Boutin
3D Supervisor: Marc Gutmann
Production Coordinator: Frédéric Mesnard
Grade: Mathieu Caulet
Post-Production: Studio 3D & Prose On Pixels
Music Creative Director: Adam Ghoubali
Music Managers: Adam Ghoubali, Seril Ferran
Sound Studio: Capitaine Plouf
Sound Studio Manager: Guillaume Le Guen
