New World takes a ‘clever’ approach to retail in new animation/live action campaign via .99
November 23 2010, 7:13 pm | | 18 Comments
As well as complete re-launch of the New World brand, .99 has also taken to market a new retail campaign. Featuring a group of anthropomorphosised baskets, known as Cleverbaskets, the campaign launched on Sunday night with a 45″ TVC.
Integrating real world footage with 3D animation, the TVC sees Cleverbaskets being summonsed by the New World staff by vegetable instruments. These Cleverbaskets then search the store for the best deals around.
The live action footage was filmed by Exposure under the direction of Kevin Denholm in early October, then handed over to the team at Flux Media to bring the baskets to life.
18 Comments
We have to work as an industry to stamp out the cruel and sadistic habit of sticking arms and legs on products. I propose the industry come together to sign a letter of intent that will aim to have a total ban on this barbaric first thought of an idea by 2014.
So, why two completely different campaigns? And before you bang on about brand blah blah and retail blah blah, the punters dont see that. Only two completely different campaigns for one brand. Hats off to 99 for trickin the client into spending all the extra ping but what a waste.
I think it’s called “stretch”. And I think it makes sure punters don’t get bored. And having Kevin Denholm do CGI is…well I don’t think it’s been done before. The man should make something for Pixar
This will work.
These ads are soooo Kevin Denholm. Little jaunty numbers.
i like them.
Prefer the retail to the brand campaign.
I think it was the name ‘cleverbaskets’ that did it. Odd endline, though?
“Summonsed?”
Does no one know how to write anymore?
(Unless the baskets have been called to appear before a court, in which case I withdraw my objection, m’lud.)
A wise man once said,
“If you’re sticking arms and legs on the product, you’re not trying hard enough”
definition: A call to appear, come, or do something.
@12.32
ignorance is bliss, I’ll bet.
Uh oh.
I think i just vomited a little in my mouth. And it was a chunk of carrot. No sign of peas this time though.
That’s shit……are you serious???
Does anyone else think the VO sounds like she is saying “Little Bastards”, instead of “Little Baskets”…. Near fell off the sofa laughing when I heard that last night, “New World have Little Bastards”…..
Hey guys just putting it out there, well done to the guys at 99 for turning up the heat on this one. I really like the cute arms and legs on the shopping baskets. Cleverbaskets , ha such a crack up. Off the chain. C-gratz.
New World workers always wander round after hours blowing the produce.
Lay off the fruit flute, you’ll scare the dog.
So this is what happens when the Fresh n Fruity pottle is recycled