Concept Ideation, Art Direction, Design & Execution,
Prep Co.
Jan 2020 Campaign
Client: Pot Noodle, Unilever UKI
2020
Digital Out of Home
4 sets of creative
for 4 audiences
Broad Audience
We see real food, sliced and prepped as if going into a pan, packing itself into a PrepCo. pot. The idea of both packing a lunch and PrepCo. being packed with nutritional and flavoursome ingredients is illustrated through this playful execution.
Busy Mums
The core focus of the Busy Mums asset is to illustrate, through stop-animation, the busy schedule and unyielding demands that mums face every day. In the asset, we see a bird’s eye view of a PrepCo. pot with everyday items found in a busy mum’slife trying to interrupt her lunch moment. We see a set of hands: ‘mum’, pouring hot water into the PreCo. pot to illustrate ease of preparation amidst the chaos. Suddenly she snaps her fingers and the PrepCo. pot has transitioned into a beautiful bowl of fluffy, fragrant rice and the nagging interruptions have completely disappeared.
Vegetarians’ Choice
Using the same playful stop-animation execution, we wanted to really bring the product to life. Through animating a PrepCo. pot, we embedded personality whilst showcasing the impressive range of vegetarian ingredients found within a convenient lunch solution.
Whole ingredients (pepper, onion, chillies, carrot, spring onion, garlic, tomatoes sweet corn, rice …) in vision. Then the pot’s lid opens like a mouth and eats all the ingredients like PAC-MAM.
Healthy Eaters
For Healthy Eaters, we wanted to hero the natural ingredients that are brought together in a PrepCo. pot. Using stop-animation, we see a line of ingredients following each other into a pot illustrating the authentic and nutritional benefits of PrepCo. as an on-the-go lunch option. This reaffirms the healthy and tasteful claims by literally illustrating the make-up of a PrepCo. pot.
