YCN: Green & Black's
The brief calls for the creation of a new campaign to "give new customers a motivating reason to trade up to Green & Black's". Creating brand awareness and positive associations by maintaining the premium qualities of the chocolate brand to encourage people to try it out was important to the client, as was the need for an intelligent campaign to give new customers a reason to choose Green & Black's over other brands.
Entitled 'Powerful Associations', the campaign solution is based upon the game of word associations, where positive links are created from a starting word to generate ideas. Each poster starts with the name of one of the companies chocolate flavours (with a background that is colour matched to that of the bar itself), a connection is drawn from that word, and another until the final association is made to Green & Black's itself, coming almost full circle. Designed to encourage a chain of thought that will lead the viewer into associating Green & Black's with the words upon the advertisements and also to allow them to draw their own associations that will encourage more sales. An urbane and witty approach was arrived at, with a grown up sensibility that reflects that of the brand, along with a minimalist approach to copy and illustration as well as a tagline relating to the entire campaign.
The smartphone mobile application of ‘Powerful Associations’ is an online word association game; people are randomly paired with each other and are given a word. The players then take it in turn to associate a word with the one they are given, and if they arrive on one of the selected keywords they will win a prize code for use on the company websites online store. Keywords will be found in hints on the website and will also include the final word association on each of the print posters. Alternatively, players can choose to take a photograph through the app itself of their given word. These are then voted up or down through the website itself, with the winners of the photo competition winning factory tours or other exclusive prizes.
Entitled 'Powerful Associations', the campaign solution is based upon the game of word associations, where positive links are created from a starting word to generate ideas. Each poster starts with the name of one of the companies chocolate flavours (with a background that is colour matched to that of the bar itself), a connection is drawn from that word, and another until the final association is made to Green & Black's itself, coming almost full circle. Designed to encourage a chain of thought that will lead the viewer into associating Green & Black's with the words upon the advertisements and also to allow them to draw their own associations that will encourage more sales. An urbane and witty approach was arrived at, with a grown up sensibility that reflects that of the brand, along with a minimalist approach to copy and illustration as well as a tagline relating to the entire campaign.
The smartphone mobile application of ‘Powerful Associations’ is an online word association game; people are randomly paired with each other and are given a word. The players then take it in turn to associate a word with the one they are given, and if they arrive on one of the selected keywords they will win a prize code for use on the company websites online store. Keywords will be found in hints on the website and will also include the final word association on each of the print posters. Alternatively, players can choose to take a photograph through the app itself of their given word. These are then voted up or down through the website itself, with the winners of the photo competition winning factory tours or other exclusive prizes.
