#1 The Brand & Brief
Napoleon is a well-known Dutch candy brand that has a range of different products sold
in Belgium and the Netherlands. I was able to work on this colourful brand
at WeConnect. I was responsible for their always-on content and I did the
concepting and designs for their campaigns.
Napoleon changed their packaging from plastic to a more environment
friendly packaging: wax paper. To announce this change we used a lot of
different ways to communicate this message. The biggest one were:
A DooH Abri, truck design, communications in supermarkets & social content.
To stay recognisable as a brand I used the bright brand colours of the original
packing of Napoleon's first candy.
#2 Campaign & Brief
Candy is always in the spotlight when Halloween comes around the corner.
Therefor Napoleon wanted to produce and push the special Halloween edition.
We had a small budget to set up a social campaign.
I was responsible for; concepting, art-direction and animation.
I came up with the "six-word horror story" challenge.
Derived from the “six word story” concept, translated in a horror scene, asking people to submit
their spooky story in only 6 words to have a chance to win the special
edition packaging for Halloween.
On Meta, a CPM of €1.44 has been established.
• We achieved over 1 million impressions here.
• 800 clicks and 276 comments under the four videos.