Smarties
What do you get when you cross me with an open Smarties Christmas campaign brief? ​
One sorry Rudolph and a nationwide effort to get festivities back on track.
Rudolph has lost his red nose and needs the nation’s help to find a new one. With a social film and a shopper activation, we’ll inspire those around the UK to post their red Smarties to Rudolph so that Christmas can continue.
Before...
After...
Packaging redesign - something I spotted on the fifth minute of staring at a deconstructed Smarties tube...
Social script
We open on a young girl sat in front of the TV. She is absent-mindedly shaking a tube of Smarties, examining each one she gets and popping them into her mouth.
We cut to the TV. The news channel is on.
Super on the TV:
BREAKING NEWS: Rudolph loses nose ahead of what is set to be Santa’s busiest Christmas yet.
Presenter: We have just been informed that Rudolph the red-nosed reindeer is no longer, as reports reveal that he has lost his red nose just weeks before the big day.
There is a gasp from someone off camera.
Person off camera [shouting]: How will Santa ride through the night without the guiding light of his nose?
Presenter: Yes, yes. That is a worry. We’re not quite sure at this stage, but we’ll keep you updated.
We cut back to the little girl. Her eyes are wide. As she shakes the last Smartie out of the tube, she extends her arm forward to study it. It’s red. She holds it up to the image of Rudolph on TV, creating a perfect nose. She squints, looking at the Smartie and back at the TV.
Her eyes widen once more as she jumps down from the sofa, Smartie in hand, and rushes to the drawer to grab a pen and paper.
Her tongue pokes out her mouth as she concentrates on writing. We hear her voice play as she writes.
Dear Santa, I’m sorry to hear about Rudolph's nose. I hope someone finds it soon. In the mean time…will this one do? Love, Jessica.
She folds it, puts it inside an envelope and then looks at the red Smartie one last time before popping it inside. She seals it and writes ‘Santa’ in big letters on the front.
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Shopper activation
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To continue the Christmas magic, we'll create a giant Smarties postbox that lives outside flagship supermarket stores. Here, people can post their red Smartie to Santa. Those who can't get to a postbox can post an image of theirs on socials instead.
5 entrants will win a holiday to Lapland to hang out with the real reindeers!