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By The Drum Team, Editorial

December 2, 2009 | 2 min read

Electrical buying group Euronics has launched its latest TV campaign, created by Thinking Juice.

The Bournemouth-creative agency has come up with the £1.5m ‘campaign which sees Mr Plug take on lead singer duties in a Motown Soul Group ‘The Euronics’.

The campaign will run until early 2010 and will also include a number of digital measures, with a range of virals featuring 'The Euronics' running throughout the campaign.

The animation and production was handled by Bristol based Hello Charlie.

Gellan Watt, creative director of Thinking Juice, said: "It's been a lot of fun working on this campaign. Everyone at Euronics has been a joy to work with, and the teams that have helped produce the campaign have been brilliant. The client has been really great choosing such a high impact creative and we've had the opportunity to collaborate with some very talented animators, musicians and producers. It's been an absolute joy to work on... and everyone involved has worked really hard to make this Euronics' most successful campaign to date in very difficult retail trading conditions."

Watt added: "I can't thank Andy Power and the whole team at Hello Charlie enough. They really took ownership of the idea and did a fantastic job of bringing it to life. And also great thanks to the musical production by Tim at Momo:Tempo and my soulful musician friends Olu and Lou for doing a great job of composing the final track and voicing the group."

Thinking Juice won the Euronics business in the summer, following a three way creative pitch.

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