Client: Meiji America inc

Ageny partner: Cool Nerds Marketing

Date: June 2017

About the client:

Meiji manufactures and distributes a variety of unique confectionery and snack products including HELLO PANDA™, YAN YAN™ and CHOCOROOMS®. Meiji America Inc. is the United States division that distributes Meiji products.

The creative ask:

For their 2017 Back to School campaign, Meiji America wanted to promote their products as the go-to snack for children's school lunches. After a highly successful branding campaign earlier in the year, in which our agency creative team developed the slogan "Chocolate Fun with a Cracker Crunch," we continued to implement this branded message for their full 2017 marketing plan.

Role: Art Director / Creative Director

Concepting, Storyboarding, Pre-Production Design, Digital & Social Campaign Art Direction, Animation

Team:

Account Executive: Katelyn Bender

Social Media Leads: Maria Ott, Nick Stanziale

Online Video Ad

Social Media

With Facebook's brand new video cover feature, and our expertise in HTML5 banner ads, introducing animation to Meiji's ads and social media graphics brought extra fun and engagement to the campaign. Other materials included print ads and a number of social media and digital banner ads.

Other digital & print

Adding playful motion to a multichannel campaign:

Building Meiji's Back to School campaign showed the value of expanding on an established brand platform by adapting the creative to a specific seasonal moment. It also highlighted how early storyboarding and a consistent visual system can keep video, animation, HTML5 display ads, social content, and print materials connected across channels. 

The final campaign paired Meiji’s playful personality with energetic, school-inspired storytelling that made the product feel relevant to kids and families preparing for the new school year.