PLAYFUL KIWIANA ENGAGES LOCALS WITH LAYERS OF CLICHÉS
New Zealand snack company Tasti was ready to create its first TVC and needed a campaign that could communicate a feel good, home-grown brand message specifically for the domestic market. Watermark’s Anton Petrov created the design and artistic style with creative direction, lyrics and a guide track provided by creative shop Contagion.
Our challenge was ensuring that the composition of each shot felt like it was layered with meaning to engage beyond the first view, all the while with a clear hierarchy of communication. Contagion created the concept of an “Ad Kitchen” which allowed Tasti Facebook fans to throw ideas into the mix and be involved in the Ad’s gestation. This additional layer of interaction gave the ad life beyond TV and meant we had to allow the animation to evolve without the luxury of planning.
Anton worked closely with the animation team to create a pinnacle piece that featured paintings of picturesque Kiwi scenes brimming with New Zealand iconography. The images have been used across a variety of media including outdoor, online, packaging, point of sale, merchandise and print.
See more of Anton’s work here