Pringles - "Phone Can"

Grey London

Grey London London, Royaume-Uni

4718

Marque: Pringles
Pays: Royaume-Uni

Annonceur: Kellogg's

Titre	Phone Can
Agence	Grey London
Campagne	Keeping Football Fun
Annonceur	Kellogg's
Marque	Pringles
Date de première diffusion/publication	2021 / 6
Secteur d'activité	Chips, crisps & crackers
Philosophie	Pringles is putting the ‘playful’ back into football after last season’s setbacks, with its new football-themed campaign. To spread their playful spirit, the Kellogg-owned snack brand’s aim is to remind people of the energy and feeling of the games wherever they watch, with restrictions still in place, and to make Pringles a part of the experience. Building on the playful element of Pringles popular Christmas campaign, Grey shows a football team having fun with their Pringles: we see players making unexpected use of the snack and its packaging as they train and prepare for their matches. In one film, a football team is lined up ready to start a match, but instead of getting ‘in the zone’ and focusing on the game ahead, the players are all turning, bemused, to look at one particular member of the team, who has decided to get playful with his Pringles ahead of the big game. The ‘Keeping Football Fun’ campaign, created by Grey, comprises multiple assets including TVC, social films, gifs, static images, OOH and stickers. All are designed to remind people how fun football is by showing how Pringles can enhance the football viewing experience. The campaign includes dynamic creative content in the form of animated gifs, shot during production of the social film, which will be optimised with a variety of copy and served at an array of trigger moments during the championship once it gets underway. As part of their digital innovation strategy, Pringles are always looking to create test and learn opportunities within their campaigns. Football culture is just as much about reactions as it is watching. So, beyond putting out traditional ads, Pringles are putting out real-time reactionary content that reacts to what is happening in-game as it happens. Utilising Grey’s master designs, Presto, Dentsu’s in-house Dynamic Creative has developed a bespoke template to scale the creative and bring the brand to life by responding intelligently to real-time data signals across 7 markets. Kellogg, Carat, Grey and Presto collaboratively identified audience, time of day/day of week, and live sports signals as the key data triggers to be truly relevant to the Pringles audience and connect in a new way. Based on these real-time triggers, the template will dynamically populate Grey’s fun relevant copy matched with lively GIFs to ensure the creative served at that key moment in time is tailored to the individual. The campaign will run across Europe in 24 national markets – primarily on TV and VOD, before having a social rollout from June.
Type de média	Animations, Autres
Longueur	10 seconds
Maison de production	Dark Energy Films
Marketing Manager	Stephanie Thys
Marketing Manager	Aisling O’Hara
Senior Brand Manager	Rui Frias
Marketing Operations Manager	Fergus Brady
Senior Marketing Operations Executive	Tony Colleran
Senior Digital Manager	Roisin Devine
Digital Marketing Specialist	Stephen McSweeney
Media Specialist	Louise Murphy
PR & Communications Manager	Seamus Clancy
Président	Laura Jordan Bambach
Responsable de la création	Laura Jordan Bambach
Equipe créative	Gavin Kellett
Equipe créative	David Hillyard
Planneur stratégique	Lee Barber
Planneur stratégique	Gil Caldwell-Dunn
Business Leader	Agi Varanyi
Business Director	Tamsine Foggin
Directeur de clientèle	Becky Devereux-Pile
Responsable de budget agence	Alice Ashwell
Producteur, agence	Michelle Kasper
Producteur, agence	Stacey Kell
Assistant de production, agence	Roberta Fox
Assistant de production, agence	India Smith
Designer	Tyrone Zall
Designer	Adam Carter
Agence Média	Carat
Client Director	James Morgan
Digital Planning Manager	Isabella Elesinnla
Presto - Senior Account Manager	Erica Hungerford
Maison de production	Town Productions
Producteur	Rosa Junkovic
Producteur exécutif	Callum Johnson
Réalisateur	Paul Gay
Directeur de la photo	Ryan Kernaghan
Production Design	Smile Productions
Post-production Producer	Rosa Junkovic
Monteur	Michele Difrancesco
Coloriste	Ben Rogers
Colorisation	Grammercy Park Studios
Executive Post Producer	Annika Gustavsson
VFX Artist	Steve Miller
Compositeur de musique	Liam Conwell
Sound Engineer	Toby Griffin
Post Sound Producer	Annika Gustavsson