Edible Street Art, 1 by Ogilvy Cape Town for Chappies

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Edible Street Art, 1

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Industry Chewing-Gum
Media Design & Branding, Case study
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Creative Director Prabashan Gopalkrishnan Pather
Art Director Emma Butlin
Copywriter Kate Desmarais
Producer Shani Judes
Photographer Theo Klompje
Illustrator Jamie Mietz, Justin Enderstein, Emma Butlin, Emma Cook, Danielle Clough
Released May 2012

Awards

Clio Awards, 2013
Design Posters Bronze

Credits & Description

Advertiser: KRAFT FOODS SOUTH AFRICA
Agency: OGILVY & MATHER CAPE TOWN
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: EDIBLE STREET ART
Illustrator: Emma Butlin (Ogilvy & Mather Cape Town)
Creative Director: Jamie Mietz (Ogilvy & Mather Cape Town)
Copywriter: Kate Desmarais (Ogilvy & Mather Cape Town)
Illustrator: Justin Enderstein (Ogilvy & Mather Cape Town)
Creative Director: Prabashan Pather (Ogilvy & Mather Cape Town)
Producer: Shani Judes (Sj Artists)
Executive Creative Director: Chris Gotz (Ogilvy & Mather Cape Town)
Art Director: Emma Butlin (Ogilvy & Mather Cape Town)
Videographer: Steve Macdonald (Nice One Steve)
Illustrator: Danielle Clough
Illustrator: Emma Cook
Illustrator: Jamie Mietz (Ogilvy & Mather Cape Town)
Photographer: Theo Klompje (Redworks)

Outcome
67 653 individual pieces of gum sampled and thousands of happy Chappies fans.

Client Brief Or Objective
Chappies Bubblegum is an iconic South African brand famous for two things – its great taste and the interesting facts found inside its wrappers. Last year, Chappies ran a competition where fans could suggest their own facts to be printed on the wrappers. We needed to find an exciting way to launch these new facts to the South African public.

Implementation
To launch the winning facts, we turned them into Edible Street Art across the country. Each mural was created using, on average,12 000 individual pieces of gum. Once the edible posters were complete, the public could help themselves.

Relevancy
The execution was the product. We essentially made an ad out of 12 000 pack shots, that could then be enjoyed by the public in the way the product is intended - by being chewed!