the challenge: to re-engage older children and young teenagers with the Smarties brand
the creative strategy: to create an interface that was engaging, fun, and unexpected in a way that made product the hero – creating a place that (in conjunction with content provided by other agencies) our target audience would spend time with, return to, and share with friends
the execution: we created a dynamic and fun interface that functioned as much as a game as an interface – in order to get at content, users had to sweep away virtual Smarties and engage with the interface, and in doing so would likely initiate a competitive game built into the interface, spending significantly more time with the brand and product
the result: the interface was so popular and innovative that it survived several years and intervening agencies, with the client continuing to use our interface it as the basis of Smarties.ca and adding new content from other vendors – at least until recently (alas)
the team: Ryan Hryciuk (AD), Josh Haupert (CW), Scott McKay (CD) at MacLaren MRM