Wedding Republic Film SKI WEEKEND by Saatchi & Saatchi Toronto

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Industry Consumer & Public services, Internet
Media Film
Market Canada
Agency Saatchi & Saatchi Toronto
Art Director Tyler Serr, Helen Pak
Copywriter Brian Sheppard, Mike Tung
Production Track & Field
Released January 2011

Credits & Description

Category: Internet Film
Production Company: TRACK & FIELD, Toronto, CANADA
Date of First Appearance: Mar 1 2011
Executive Creative Director: Helen Pak/Brian Sheppard
Copywriter: Brian Sheppard/Mike Tung
Art Director: Helen Pak/Tyler Serr
Agency Producer: Matt Ship
Animation: Steven Hollman
Other Credits: Production House Producer: Michelle Woodward/Exec Producer: Melissa Kahn/

English Description
Wedding Republic are a new online gift registry, who were in need of a brand identity that would differentiate them from their traditional wedding registry competitors. So instead of an expected frilly, serif-y design treatment, a bold, simple identity was created that instantly invoked the feeling of when a young couple find love and begin their lives together – perfectly paying off the brand’s themeline of ‘Power To The Couple’. With a limited budget, online animated films were then created about the two ‘i’ characters from the logo. These films followed Ian and Irene, who meet, fall in love, and get engaged – mirroring the experience of many young couples. The films were deliberately risqué, to encourage passability and generate PR for the new company. Upon seeing the films, viewers were then encouraged to visit Ian and Irene’s facebook pages, where they could see the relationship play out further. In a very short period of time, the films created positive word of mouth about Wedding Republic, and the brand were contacted for interviews about the films by publications from both the wedding and marketing/design industries.