Lollies triggering superheroes and imaginary worlds is an irresistible proposition for children. It’s also the manifestation of Edible Entertainment, the proposition of confectionary company, Bazooka, with its interactive packaging.
That proposition has become an ultra-bright explosion of colour and excitement by UltraSuperNew. The 60-second hero spot, Power Up!, is set in the heart of Tokyo, where Bazooka lolly brands invite four children into their vibrant world and empower them to embrace their creativity.
Bazooka’s brand proposition of Edible Entertainment, bridging the two worlds of flavour and fun, sets it apart from its competitors. This purpose leads its brands to encompass the virtual and physical worlds, and to be a bit more than just another lolly.
Robert Dry, international marketing manager, Bazooka, stated, “At Bazooka we create brands and candies offering our consumers great tasting interactive treats which are loved by Children worldwide. This new creative approach brings this to life by building on the insight that todays youngsters do not differentiate between their physical and digital environment, for them it is simply a world to discover. This campaign is also a new approach for us in bringing all our brands together under the platform of Power Up!, which allows us to create scale for our campaign which can be translated to all our touch points with consumers.”
Rodrigo Marinheiro, creative director, UltraSuperNew, added, “We started from the assumption that being a kid is already fun enough, and anything can become a moment of play. So the question was raised, Is there a possible way to make it more fun? Can candies be sweeter than just taste? Yes. Adding the playfulness of Bazooka candies reinsured what we already knew– in a kid’s mind, they can be everything at once–heroes and their true selves…Taking the play level to the MAX.”
The campaign runs until May 11.
Credits
Creative Agency: UltraSuperNew
Creative Directors: Cesar Augusto Tome & Rodrigo Marinheiro
Senior Creative: Kelly Ann Nguyen
Art Director: Sayu Fujii
Copywriter: Nobuaki Nogamoto
Group Account Director: Yumi Pubelo Esposito
Account Manager: Asumi Yamayoshi
Producers: Hikaru Yano & Alexander Watanabe
Strategist: Tasnia Tasnim
Production Company: TokyoLab
Director: Yuki Ishikawa
Assistant Directors: Reggie White, Aone Kubota
Producers: Yuta Ueno, Eriko Amari, Leo Otake
Production Managesr: Takeru Mashio, Shinta Shibayama, UG Taniguchi, Dante Kuwashima, Emiri Inoue
Director of Photography: Mao Ohkawara
Steadycam: Takuma Iwata
Gaffer: Akihiro Numata
Art: Tomomi Kawano
Stylist: Naoki Yamada
Hair MakeUp: Takae Kamikawa
Offline Editor: Rintaro Kozasa
Online Editor: TRESS, Hajime Seki
Colourist: Sota Ito
Sound Engineer: Masayuki Sato
Sound Effect: Akihito Narita
Narrators: Yumena Ito, Yuna Ishii, Fuma Kusunoki, Jun Saito
Music: BlackCatWhiteCat
Animation Studio: BLISS
Executive Creative Director: Gerardo del Hierro
Executive Producer: Maria Soler Chopo
Production Coordinator: Berta Rodríguez
Character Design: Martí Carós
Art Direction: Arantxa Gil
3D: Lucas Céspedes, Bernat Martínez, Òscar Peix, Sergi Planas
8-bits: Jonathan Romero
Cel Animation: Lucas Scala
Compositing: David Martí
