CartOfFun: a creative brand promotion concept for potato chips
Client:
Activity:
Context: CartOfFun is a new Chechen brand of potato chips by Inzare. After our Agency developed the brand, the next step was to sell and promote it in the Chechen market.
Objective: Strengthen the new potato chips brand launch with an intriguing ad campaign. Draw attention and introduce the audience (creative youth) to the new brand of potato chips by Inzare.
What we did: We developed a creative concept for promoting CartOfFun, a new potato chips brand, in the Republic of Chechnya.
How we did it: In order to achieve our objective, our team worked on the CartOfFun communication strategy, running a SWOT analysis, a target audience study and formulating key concepts and messages. We used the data we had collected to come up with a creative teaser-pleaser concept.
The concept was based around the surrealism and absurdity typical of the brand. For that purpose, we looked for references in recognizable modern and classical artworks, finding new images and meanings in them. That was how we created a series of banners where potato chips ingredients were the “main characters.” “Food or art?” is the question the brand asks every viewer to find an answer to.
CartOfFun is a potato chips brand that turns an everyday snack into a subject for post-irony, inviting the audience to look at the world from a different angle. Like in modern art, there are no ready-made answers: are those just potato chips... or something more?
Our team's task was not easy: we had to develop a creative concept for the CartOfFun promotion in the Chechen Republic, which would, on the one hand, tell the audience about that new potato chips brand and, on the other hand, reflect that creative drive that transforms reality and sets its own standards for what is acceptable.
The first thing we started working on was the brand's communication strategy that would formulate the nature, the tone and key meanings of that communication which would further serve as the basis for our concept. It was also essential to take cultural features of the Chechen Republic into account and adapt the boldness and absurdity of the brand to images that would be creative, but still clear and understood throughout the region. That was how we developed a creative concept focused around the ambiguity of art: some see and admire it; others misunderstand and reject it. The brand asks, “Is this art?” and offers everyone to find their own answer.
We used the “teaser-pleaser” format for the release and based it around pieces of art made by some of the most memorable artists. Girl with a Pearl Earring by Johannes Vermeer, Lobster Telephone by Salvador Dalí, Balloon Dog by Jeff Koons—people perceive all of them in a two-fold way. Everyone has to decide for themselves what's important and what's not. What is meaningful and what is devoid of meaning. The same goes for CartOfFun potato chips: are they food or a modern art object?
In our teaser, we used images based on the chips' ingredients, so our banners featured “An onion with a bell,” “A crab on a landline phone,” “A potato dog” and other surreal images referencing installations and performances familiar to even mass viewers. But is that art?
In the pleaser, we show a bag of CartOfFun chips and answer our earlier question, “Just chips. Just a masterpiece.” To make the absurdity and surrealism even more apparent, we used extra messages with no real meaning behind them, like,
- Now with 0% more air!
- Contains 100% of absent artificial additives!
- Potato chips that don't need advertisement... but here it is.
- Exclusively available to anyone and everyone.
- Inspire 9 out of 10 imaginary experts.
Being so unserious and ironic, our concept emphasizes the brand's attitude to itself and to the world that surrounds it. It's not just food; it's an element of culture that makes you think and have a laugh at the same time. CartOfFun tells the viewers to not be so serious about things, because sometimes, the best way to express yourself is through humor and a bit of irony.
All the materials we had designed were made for outdoor advertisements, web banners, social media pages and to be used further by the brand for various events and exhibitions.
Team:
Semyon Shatylo, Creative Director,
Galina Evdokimova, Verbal Communications Director,
Oleg An, Creator,
Aleksandra Shchit, Art Director,
Andrey Anisimov, Art Director,
Alina Vasilyeva, Designer,
Maria Geldt, Strategist,
Nikita Potapov, Project Manager,
Aleksandra Ivanova, Director, Account Management Team,
Aleksandra Rumanova, PR Director.
