MCCOYS
WHEN FLAVOUR CALLS
Our campaign for McCoy’s was all about celebrating both the flavour in every crisp, and the flavour in the lives of the people who enjoy them.
BACKGROUND
McCoy's Crisps is the second-largest crisp brand in the UK. My partner and I helped win the pitch at WCRS and then went on to create the "When Flavour Calls" campaign. We built the campaign over several years, and multiple new product launches. Eventually we become the creative directors on the account, managing both social media and advertising. Here are some of the highlights.
Campaign / Pick of the week • Ad Forum / Top 5 Food ads of the month • Creativity – Editor's Pick x3
CAMPAIGN
LAUNCH SPOT
When Flavour Calls’ centres on that moment when you first open a packet of McCoy’s; when you take a step into a larger, more colourful, more sizzling world.
LAUNCH OOH
DIG FOR GOLD PROMOTION
Once 'When Flavour Calls' had been established, the client asked for a 10 second promotion to be added to the end of the ad, instead, we remixed the whole ad.
infomercial
(SOCIAL)
No self respecting promotion would be complete without an infomercial. So spend the clients lunch money on stock footage and made one for them ourselves. The final edit was met with surprising enthusiasm from the client and aired on social.
WHEN MEXICAN
FLAVOUR CALLS
Flavour doesn’t do things by halves, so when it comes to messages of potentially culturally-insensitive Mexican provenance, we made him double-down on the cliches and send in the mutant stereotypes. This send-up of FMCG marketing also saw him speak completely in Spanglish throughout the entire ad, shouting the product no less than umpteen times.
Feeling that we could potential push the cultural insensitivity a little further, we tripled down on the cliches to create these even more mutant Mexican stereotypes for the outdoor campaign.
MCCOYS CHIPS
FACEBOOK SOCIAL FILM
Meanwhile on facebook there was trouble brewing. 95% percent of people watch Facebook videos without sound, so what happens when Flavour calls?
Without the power of his persuasive lungs pushing you to do the unthinkable – and eat a crisp – we decided that Flavour himself should be in charge of the subtitles and endeavour to make them as mad and flavoursome as himself.
MCCOYS CHIPS
TWITTER ACTIVATION
To amplify a Chips TV spot*, we proved that no McCoy’s chip was safe. Even on Twitter, the ominous gulls were circling, waiting.
OPERATION
GRIMSHAW
What happens when you go above and beyond for a client, and it fails? You make a dramatisation of the efforts through the medium of Michael Bay. Obviously.
Who the hell is ‘superstar’ radio presenter Nick Grimshaw? check this link to find out.
THE FLAVOUR
PRODUCTION LINE
While most people are making short and snappy social content, we did the opposite. We took four hours’ worth of footage from the McCoy's factory and put in on Facebook Live. Those who were committed enough to keep watching were rewarded with random prize drops throughout.
RADIO
Flavour calls whenever he damn pleases. So what happens when he drops in unannounced on harassed workers in mundane office jobs, pre-occupied parents trying to survive tantrums, or simply eager-to-please work experience kids afraid of saying the wrong thing? They react as you'd expect. Unexpectedly. These adlibbed performances proved to be the perfect – and very British – tonic to Flavour’s typical pompous, preaching.
CREDITS
Creative Directors - Tian Murphy, Charlie Gee.
Creatives - Tian Murphy, Charlie Gee, Carly Williams (Launch), Doug Redfern and Joe Roberts (Production line).
ECD - Billy Faithful
Agency - WCRS
Director Launch: Daniel Kleinman
Director Muchos: Luc Schurgers
Animators (subtitles): Lisbon Studio
Sound Design: Ben Leeves (Jungle Sound)
Post: Framestore & Absolute.