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August 25, 2010

Smarties launches Branded Content campaign

Trailer for the 8-part series.

JWT Sydney has launched a campaign for Nestle Smarties (Australia) that followed 8 kids who were each teamed with an artist to create an artwork inspired by one of the eight Smarties colours. The artists were a mix of musicians, sculpters, dance choreographers, photographers and spoken word and installation artists. Summer Agnew, Director of Curious Films shot the project around Sydney over four weeks with post handled by FSM and music by Nylon

“We wanted to use Smarties colour to inspire parents and kids to be creative and above all, have fun,” explained Angus Hennah, JWT Sydney ECD.

“The journey each artist and child take to create their artwork is just as captivating as the final piece itself,” adds Hennah.

The campaign launches with the colour Blue interpreted by Raymond (musician) and Jonathan (kid). Families can watch the projects unfold at YouTube and make their own fun at Facebook

“The JWT campaign is another great example of how Nestlé brands can use digital to create a richer and more engaging relationship with their target consumers. Digital is a great tool for generating loyalty” adds John Broome, Head of Marketing for Nestlé Confectionery & Snacks.




 

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