THE SECRET TALE OF THE MIGHTY MINI PERI-PERI

TitleTHE SECRET TALE OF THE MIGHTY MINI PERI-PERI
BrandNANDOS
Product / ServiceNANDOS
CategoryA06. Overall Aesthetic Design
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

Describe the creative idea

People love their Nando’s PERi-PERi sauce. They love it so much, it’s triggered copycats from competitors. Thing is, most people don’t know the fire and passion that goes into Nando’s PERi-PERi chillies, that make them so special. To keep Nando’s top-of-mind, we needed to raise awareness. But how can we get young people interested online, when attention spans are getting shorter and shorter? We brought the fiery heart, soul and spirit of Nando’s to life, through an interactive storybook about a mighty, mini PERi-PERi warrior. Then, reached out to them on Facebook and Instagram through a targeted Instant Experience, designed for the one place they spend time most – their mobiles.

Describe the execution

We reached out to our audience through a platform designed for the mobile screen in the form of an Instant Experience. Then, we personalised it by targeting them based on their age, profile, and lifestyle. In lush red and orange hues, the illustrations brought out the fiery heart, soul, and spirit of Nando’s. The bold strokes expressed the bold flavours, the fierce expressions represented the fierce passion, and the geometric elements were a throwback to its colourful rich South African heritage. But, we didn’t stop there. The elements were composed to bring out each scene, with the most fiery of colours firing up the fighting spirit of the PERi-PERi, and softer hues bring out the warmth as people fell in love with the chilli. To further immerse readers, select scenes were animated and made interactive, where they could swipe and tilt-to-pan 180 degree scenes. The execution took 4 weeks, from writing the story to the final output. The scenes were sketched out with the interactivity and animation planned, frame by frame. The character and scenes were then illustrated on a digital tablet with a stylus, on multiple layers for easy animation. After animation, the final output was uploaded as a Facebook Instant Experience, with select scenes triggered for interaction. All to make it easier for people to immerse themselves in the story, and paint Nando’s PERi-PERi, as a chilli unlike any other. (View URL on mobile for the full experience)

Links
Social Media URL