NANOMANIA by Wirz Werbung Zurich

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NANOMANIA

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Creative Director Hanspeter Schweizer
Released February 2011

Credits & Description

Category: Self Promotion
Advertiser: MIGROS-GENOSSENSCHAFTS-BUND
Product/Service: SUPERMARKET
Agency: WIRZ/BBDO
Date of First Appearance: Mar 1 2011
Entrant Company: WIRZ/BBDO, Zürich, SWITZERLAND
Executive Creative Director: Philipp Skrabal (Wirz / BBDO)
Creative Director: Hanspeter Schweizer (Wirz / BBDO)
Designer/Art Director: Iwan von Rickenbach (Wirz / BBDO)
Account Manager: Urs Hirschi (Wirz / BBDO)
Account Manager: René Kaiser (Wirz / BBDO)
Media placement: Promotion/Roadshows - Stores Switzerland - 4 February 2011 - 6 Weeks
Media placement: Print/Billboard - Newspaper, Magazin - 4 February 2011 - 6 Weeks
Media placement: Billboards - City-Net Switzerland - 4 February 2011 - 6 Weeks
Media placement: E-Boards - Railway Station Switzerland - 4 February 2011 - 4 Weeks
Media placement: Microsites/Banner/Virals/ - Homepage, Divers Websites - 4 February 2011 - 6 Weeks
Media placement: IPhone App - - - 4 February 2011 - 6 Weeks

Describe the brief from the client
The brief from Migros, the number one retail store chain in Switzerland was as follows: “Here’s a blank plastic bean with a metal ball inside. Come up with an exceptional idea for a promotion that will set a new benchmark and make these beans a must-have for Swiss consumers, both young and old.

Describe the challenges and key objectives
To create a collectible set of bean characters (called “Nanos”) that would have certain features in common while remaining highly distinctive.

To create a design that would appeal to very young children as well as adults who appreciate cool, funny stuff.

To use a unique “reduce-to-the-max” design language to create 48 individual characters (six clusters or clans, with eight individuals each).

To create offline and online games that would integrate the beans’ funny way of moving.

Describe how you arrived at the final design
We created six clans, each comprising eight individuals, and defined their genomic history and abilities. In this way we defined the tribal design elements for each clan. In the second stage, we found a name for each member of the clan that influenced the individual design of every single bean.

Give some indication of how successful the outcome was in the market
Fifty million beans incorporating the Nanomania design and style were produced, many being snapped up on the day of their release. Within just two weeks, Nanomania had swept Switzerland and generated enormous media coverage. The Nano hype also resulted in more than 180 community-made Nanomania movies on YouTube and hundreds of additional Nano characters designed by Nanomania fans of all ages and for all kind of purposes: from Nano jewellery and Nano piercings to Nano carnival costumes, etc.