THE SECRET TALE OF THE MIGHTY MINI PERI-PERI

TitleTHE SECRET TALE OF THE MIGHTY MINI PERI-PERI
BrandNANDOS
Product / ServiceNANDOS
CategoryG02. Illustration
EntrantTBWA\KUALA LUMPUR, MALAYSIA
Idea Creation TBWA\KUALA LUMPUR, MALAYSIA
Media Placement AMPERSAND ADVISORY SDN BHD Kuala Lumpur, MALAYSIA
Production TBWA\KUALA LUMPUR, MALAYSIA
Production 2 GRAND THEFT RECORDS Petaling Jaya, MALAYSIA
Production 3 KF PRODUCTION Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Hui Tsin Yee TBWA\ Kuala Lumpur Managing Director
Gigi Lee TBWA\ Kuala Lumpur Chief Creative Officer
Siew Voon Ho TBWA\ Kuala Lumpur Creative Group Head
Kharlal Nisha Sarfuddin TBWA\ Kuala Lumpur Senior Copywriter
Olivia Ariferiani Sumitro TBWA\ Kuala Lumpur Art Director
Adelle Adrian TBWA\ Kuala Lumpur Junior Copywriter
Anlyne Chen TBWA\ Kuala Lumpur Junior Graphic Designer
Fabian Lum TBWA\ Kuala Lumpur Senior AV Producer
Judy Wong Creative Juice\ Kuala Lumpur Business Unit Head
Esther Yow Creative Juice\ Kuala Lumpur Brand Executive
Ken Foong Individual Animation
Sabrina Jamaludin TBWA\ Kuala Lumnpur Strategic Planner
Darren Chong TBWA\ Kuala Lumpur Intern

Background

People love their Nando’s PERi-PERi sauce. They love it so much, it’s triggered other copycats in the market. Thing is, most people don’t know all the hard work, heritage, and fire that goes into Nando’s PERi-PERi chillies, that make it so special. To keep Nando’s top-of-mind, we needed to educate the masses. But how can we target young people, when attention spans are getting shorter and shorter? And with a production budget less than peanuts,* how can we do it effectively online?

Describe the creative idea (40% of vote)

We brought the fiery heart, soul, and spirit of Nando’s to life, through an interactive storybook about a mighty, mini PERi-PERi warrior. This tale told the journey of the chilli, from its humble South African roots to how it stole hearts the world over. To target young people online, we then featured it as a targeted Instant Experience - designed for the mobile screen. Then reached out to them based on their age, profile and lifestyle.

Describe the execution (40% of vote)

We featured imaginary scenarios grounded in reality, with our PERi-PERi chilli as the hero, and our mascot, Barci, as its one true love. The scenes were supported with surreal elements symbolising each scene, and geometric shapes inspired by its rich South African heritage. The illustration-style brought out the fiery heart, soul and spirit of Nando’s in lush red and orange hues, with bold strokes symbolising bold flavours and fierce expressions for passion. To further immerse readers, select scenes were animated and made interactive, where they could swipe and tilt-to-pan 180 degrees scenes. To develop it, we composed the scenes through sketches. Then planned the animation and interactions, frame by frame. The character and scenes were then illustrated on a digital tablet on multiple layers for easy animation. Post-animation, the final output was uploaded as a Facebook Instant Experience and triggered for interaction. (View URL on mobile for the full experience)

List the results (20% of vote)

The result? With a minimal budget and short online time frame, this eye-catching story brought the heart and soul to Nando’s PERi-PERi chillies, so they could stand out as a chilli like no other. It didn’t just help raise awareness for consumers, it fired up their hearts, tummies, and imaginations. It managed to generate 1,458,030 impressions, 9110 conversations and 13,367 clicks. All in just one week and counting.

Links

Social Media URL