The campaign, which has been created by Tribal Worldwide Singapore, Yukfoo Animation and Waitemata Films, was recently launched in the Indonesian market and is expected to roll out into other Asia-Pacific markets shortly.
While viewing an introductory video, users can click each time a golden spoon appears in order to explore another recipe. (Note: The video embedded above is not interactive, visit the brand's YouTube channel directly for the full experience.)
The brief of the campaign was to give consumers the opportunity to engage with the product in a creative way. The campaign features 35 minutes of live and animated content.
The Waitemata team spent weeks developing storyboards and finessing the voiceovers to develop a comprehensive and entertaining structure for each recipe video. For the shoot, a two-camera approach was adopted. The fairy tale videos were shot over four days in a studio with a team of four food stylists creating and re-creating each individual ice cream character several times.
Once each live-action recipe was edited, the team at Yukfoo created individual 2D animations to augment the stories and developed three custom fonts and specific typography to introduce and explain the recipe ingredients and take viewers through the story on how the projects should be made.
Vinod Savio, associate creative director at Tribal Worldwide Singapore, noted that Scoops of Happiness combines two things people love----ice cream and stories.
"Once we arrived at the creative proposition of 'Stories you can taste', we knew we had a truly unique and delicious campaign at our hands for Wall's," he added. "From there on we worked closely with Alan and Sigi to ensure every story was an easy to follow recipe, and every recipe an unforgettable story. We wanted something that would allow viewers to feed their imagination, along with their cravings for ice cream."