Healthy snack brand Bear have launched their first ever TV ad campaign that seeks to bring the brand to life through the use of hand cut paper illustrations mingled with 2D and 3D animation.
Produced by Vamanos Creative the piece is targeted at 4-10 year-olds the advert takes viewers on a journey through Bear’s ‘deep dark woods’ to ‘The Cave’ and beyond.
Illustrator Jared Schorr said: “I took great pride in taking BEAR from a 2D to 3D world for the first time and was very conscious of staying true to the brand’s striking yet simple graphic style. We wanted a really handmade and natural feel to the advert- it was great working with the team at Vamanos to take the paper cut illustrations and bring them to life.”
Emma Hines, head of marketing at BEAR added: “We were inspired by the children’s programmes we used to watch as kids and wanted to nod back to the nostalgic quality of these with our new ad. They always had a hand-crafted simplicity and wholesomeness to them that we wanted to draw on to reflect the simplicity of the products we make. We receive hundreds of letters a day here at the BEAR Cave from kids who write to BEAR and want to find out more about his magical world – we wanted to delight them with this advert and bring his cave in the woods to life. We hope it will whisk kids off on a magical adventure with BEAR and provide something quite different visually”.
Premiering on Nickelodeon, Tiny Pop and Kix the £400k 30 second ad will run for 1 month and dovetails with a kids’ press plan, driving trial and awareness through partnerships with key’ media titles such as Horrible Histories, Moshi Monsters, and Mega magazine.