POINTLESS FUN by J. Walter Thompson London for Trident

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POINTLESS FUN

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Industry Chewing-Gum
Media Design & Branding
Market United Kingdom
Agency J. Walter Thompson London
Creative Director Nick Thompson
Art Director Christiano Neves
Copywriter Bruno Xavier
Released August 2011

Credits & Description

Category: Posters
Advertiser: KRAFT
Product/Service: TRIDENT SENSES
Agency: JWT LONDON
Business Director: Paul Kirkley (JWT)
Head Of Planning: Lee McEwan (JWT)
Creative Director: Nick Thompson (JWT)
Art Director: Christiano Neves (JWT)
Copywriter: Bruno Xavier (JWT)
Integrated Broadcast Director: Toby Clifton (JWT)
Board Account Director: Adrian Ash (JWT)
Account Manager: Lucy Palmer (JWT)
Project Manager: Romana Kit (JWT)
Head Of JWT Live: Jonathan Terry (JWT)
Media placement: Flyposters - Bilbao, Spain In Lead Up To Various Festivals - 11th-17th July 2011
Media placement: Flyposters - Barcelona, Madrid In The Lead Up To Valencia Football Game - 19th Sept-3rd Oct 2011

Describe the brief from the client
Trident had fallen out of touch with its core youth audience. Like most gum brands in Europe, Trident had been taking itself seriously and behaving like a functional food brand on the defensive: talking about how useful it is and the benefits it offers for well-being.

We noticed that when Trident was more irreverent and light-hearted, it was more successful with young people. Our audience take pride in being fun, spontaneous, impulsive and irrational; buying into brands that behave in ways that reflect these values and push boundaries.

Describe the challenges and key objectives
Our challenge was to reinvigorate the youth brand in the Trident portfolio (Trident Senses). Taking the insight that this audience don't ask why, they just do; we created an urban artist collective to develop events, films and installations all in the name of ‘Pointless Fun’.

We needed to capture the attention of a notoriously difficult to reach audience. Flyposters were an effective way to achieve this objective, allowing us to place the ‘Pointless Fun’ message in cool, youth-populated areas. The final challenge was to create a design that reflected this more urban environment.

Describe how you arrived at the final design

In order to generate stand out in the flyposter environment we had to ensure that the design of our posters was iconic and bold; but fun at the same time. We used bright colours and strong lines to project the ‘Pointless Fun’ attitude to our audience in this urban environment; with the animal images connecting to the actual ‘Pointless Fun’ events that we were bringing to life.

The pointlessfun.com call to action connected the off-line to the online world leading the consumer to an abundance of shareable 'pointless fun' content online; with the design theme carrying through to the cyber world.

Give some indication of how successful the outcome was in the market
The flyposters were seen by our youth audience in the key urban districts of Bilbao, Madrid and Barcelona, amplifying the events taking place in those areas and the TV campaign that ran throughout September and October.

The flyposters contributed to the million+ visits to the pointlessfun.com website and consumer awareness that Trident Senses is ‘Pointless Fun’.