A light-hearted campaign to serve the key back-to-school period in the US, tapping into the care that parents put into their children’s lunch box.
The integrated campaign launched with video creative that playfully captures children’s flabbergasted expressions as they discover the snacks they’re enjoying are made from vegetables.
One of our winning ideas, ‘Ice Cream Shoppe’ launched as a major product platform for Hershey’s globally.
Our approach resulted in a rich crop of original ideas that went far beyond product attributes: from naming and pack design to the creative proposition and human insight that drives it all.
We refined the strongest submissions for consumer testing. Over half of the concepts exceeded research norms and tested ‘ready’ to commercialize.
HERSHEY’S – PRODUCT INNOVATION
Competing in a densely competitive confectionery category, our client asked us to help innovate a compelling new product line. We solicited several concepts from our global community, including ‘Ice Cream Shoppe’ which is now available in over 15 countries. We have since partnered with Hershey’s on various innovation projects around the world.
“Crowdiate generated an incredible range of original ideas that effectively filled our innovation pipeline. They were fast, flexible, very collaborative and delivered amazing value overall.”
– Vijiti Dixit, Marketing Innovation Director
A hard-working idea for Amazon Europe, devoted to dramatizing their stylish furniture collection.
Creative makes use of the iconic Amazon packaging to deliver a bright, upbeat feeling to the visual narrative.
We developed and implemented an integrated communication plan that included TV, cinema and digital video at launch.
Part of our activity involved a novel social campaign through which we honoured real life unsung heroes with their own personalized action figures.
Positioned as a hungry man’s easy meal, Campbell’s Chunky was losing relevance with a younger generation and seeing year over year declines. Our strategy was rooted in the proposition that when you eat better, you feel better and as a result, you can do better. This advertising tested in the 99th percentile for overall effectiveness, and the campaign was awarded an Effie for business turnaround.
“Crowdiate’s approach gave us access to an impressive creative pool to discover a big idea that solved our positioning challenge and ultimately delivered the most successful advertising on record for the company.”
– Mieka Burns, VP Marketing
UNITED BRAIN ASSOCIATION
The launch of a foundational awareness-building campaign, establishing UBA as the singular, all-encompassing support organization for brain and mental health disorders. Our audience is donors and those personally affected by mental health challenges.
Who says B2B advertising needs to be boring? As the world’s leading AI software provider, Coveo wanted to dramatize the benefits of their technology for ecommerce businesses.
The Coveo Difference is an imaginative campaign that proves big ideas can work in even the smallest spaces, in this case GIF display, stop-action animation and carousels on LinkedIn and Facebook.
CLOVER LEAF SEAFOODS
Canada’s largest branded seafood company asked us to help with original communications for the launch Bistro Bowls, positioning the product line as an alternative to the usual away-from-home lunches.
“Crowdiate’s approach enabled us to solve a challenging brief with a high standard of strategic thinking, creative and production.”
– Paul Gallagher, VP Marketing
UCAN is a US-based line of sports nutrition products. Rather than employ the habitual functional approach to tell the story, our strategy pursued the path of empathising with our target’s mindset in a meaningful way, positioning the brand as ‘fuel for the driven’. Deliverables included a new brand story, visual guidelines and digital assets.
A strategy centred in communicating a vibrant brand personality for a new Dole entry in the healthy snacks category.
Short form digital media-buy demanded un-skippable simplicity.
Quantitative ad testing ranked this creative in the 92nd percentile for overall effectiveness.
The launch of a brilliant new brand in the world of pharmaceutical psychedelics, introduced us to the revolutionary science-led work being done in the treatment of mental illness. Deliverables included the development of brand guidelines and a new website.
HelloFresh subsidiary Chefs Plate called on us to come up with an original campaign to show that their meal kits are a smart addition to any savvy meal planner’s kitchen.
The winning creative idea brought to life the cozy kitchen of a young couple after a night preparing Chefs Plate, which we produced as a series of videos for TV and digital channels.
Early into the pandemic, we asked our global creative community to come up with ideas of encouragement for the public. One of the top submissions, a play on the Canadian national anthem “O Canada”, was an obvious standout. We partnered with an out-of-home media company and the creative was featured on billboards across the country.
The winning submission delivered a simple proposition – give a lift for those who can’t – that appealed to charity-minded donors with an easy mnemonic for people to engage with.
ALS makes muscle movement progressively difficult. So let’s fight this debilitating disease with a simple physical expression. Lift someone up and pose for a pic. Then share, nominate others and encourage donations.
Crowdiate secured pro bono media across the country including advertising vehicles such as elevators and escalators to amplify the ‘lift’ premise.
With limited resources behind the cause, we were asked to develop a grassroots campaign idea to help continue the fight against ALS. The ‘single most important thing’ that drove our communications strategy was a simple but humane proposition: You don’t need to know someone with ALS to care (about finding a cure).
“Thank you for all the hard work you and your partners have done to support ALS research! Means a lot…you guys are unreal! It’s been super fun working with you on this awesome campaign!”
– Jeffrey Perreault, Co-Founder, ALS Canuck