Youthography's latest integrated campaign for Bubblicious Bursts, aimed at 8-14 year olds throughout Canada, features a young skateboarder taking control of his suburban existence in an unexpected way. The campaign uses TV, Web, print, and sampling at skateboard events across Canada, plus an online contest, where the grand prize is meeting the DC team at the West 49 Canadian Open.
"We wanted to capture the unexpectedness of the product, but in a tone that young people could identify with. We feel that the technique of the spot, its score, and approach really reflect that unexpectedness – it lets us revel in the moment of the burst", says Sean Claessen, Youthography's Creative Director.
Creative inside.
People who visit the bubblicious.ca site are met with a full-frame version of the scene from the TV spot – that they get to control. Users have to act as the catalyst and introduce the gum in order to get entry into the site. Once inside, they are rewarded with a downloadable version of the spot, an MP3 of the track featured in the spot, and a myriad of exclusive content that gives a peak behind the curtain.
There are two print ads in the campaign. The first is a teaser ad directing people to the website.
The other print ad reflects the creative from the TV spot.
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