ATL Brand Campaign / Experiential Design
BACKGROUND : The global brand BelVita was on the verge of being considered as a biscuit snack option in the UK. The barrier they faced was people not considering them as a viable breakfast option.
THE IDEA : Good Mornings are when you have a spring in your step and a smile on your face. They're contagious and have a positive impact on people around you. They're the mornings when you can handle whatever comes your way. They don't happen if you skip breakfast.
I executed this idea by creating a typographical brand lock-up. This new branding needed to reflect a positive attitude and could also work in many different languages across Europe. Utilising the BelVita yellow and green, I developed a hand-scripted typeface which humanised the brand and delivered good mornings across a multi-channel campaign of experiential and TV across Europe.
The experiential campaign was a good morning experience using a branded piano and pianist with samplers to provide a positive breakfast morning experience.
A small BelVita sampler door drop box was executed, reaching all corners of the country and city offices.