Pringles - "Phone Can"

Grey London

Grey London London, United Kingdom

4635

Brand: Pringles
Country: United Kingdom

Advertiser: Kellogg's

Title	Phone Can
Agency	Grey London
Campaign	Keeping Football Fun
Advertiser	Kellogg's
Brand	Pringles
Date of First Broadcast/Publication	2021 / 6
Business Sector	Potato Chips, Crisps & Crackers
Philosophy	Pringles is putting the ‘playful’ back into football after last season’s setbacks, with its new football-themed campaign. To spread their playful spirit, the Kellogg-owned snack brand’s aim is to remind people of the energy and feeling of the games wherever they watch, with restrictions still in place, and to make Pringles a part of the experience. Building on the playful element of Pringles popular Christmas campaign, Grey shows a football team having fun with their Pringles: we see players making unexpected use of the snack and its packaging as they train and prepare for their matches. In one film, a football team is lined up ready to start a match, but instead of getting ‘in the zone’ and focusing on the game ahead, the players are all turning, bemused, to look at one particular member of the team, who has decided to get playful with his Pringles ahead of the big game. The ‘Keeping Football Fun’ campaign, created by Grey, comprises multiple assets including TVC, social films, gifs, static images, OOH and stickers. All are designed to remind people how fun football is by showing how Pringles can enhance the football viewing experience. The campaign includes dynamic creative content in the form of animated gifs, shot during production of the social film, which will be optimised with a variety of copy and served at an array of trigger moments during the championship once it gets underway. As part of their digital innovation strategy, Pringles are always looking to create test and learn opportunities within their campaigns. Football culture is just as much about reactions as it is watching. So, beyond putting out traditional ads, Pringles are putting out real-time reactionary content that reacts to what is happening in-game as it happens. Utilising Grey’s master designs, Presto, Dentsu’s in-house Dynamic Creative has developed a bespoke template to scale the creative and bring the brand to life by responding intelligently to real-time data signals across 7 markets. Kellogg, Carat, Grey and Presto collaboratively identified audience, time of day/day of week, and live sports signals as the key data triggers to be truly relevant to the Pringles audience and connect in a new way. Based on these real-time triggers, the template will dynamically populate Grey’s fun relevant copy matched with lively GIFs to ensure the creative served at that key moment in time is tailored to the individual. The campaign will run across Europe in 24 national markets – primarily on TV and VOD, before having a social rollout from June.
Media Type	Other Animation
Length	10 seconds
Production Company	Dark Energy Films
Marketing Manager	Stephanie Thys
Marketing Manager	Aisling O’Hara
Senior Brand Manager	Rui Frias
Marketing Operations Manager	Fergus Brady
Senior Marketing Operations Executive	Tony Colleran
Senior Digital Manager	Roisin Devine
Digital Marketing Specialist	Stephen McSweeney
Media Specialist	Louise Murphy
PR & Communications Manager	Seamus Clancy
President	Laura Jordan Bambach
Chief Creative Officer	Laura Jordan Bambach
Creative Team	Gavin Kellett
Creative Team	David Hillyard
Strategic Planner	Lee Barber
Strategic Planner	Gil Caldwell-Dunn
Business Leader	Agi Varanyi
Business Director	Tamsine Foggin
Account Director	Becky Devereux-Pile
Account Manager	Alice Ashwell
Agency Producer	Michelle Kasper
Agency Producer	Stacey Kell
Assistant Agency Producer	Roberta Fox
Assistant Agency Producer	India Smith
Designer	Tyrone Zall
Designer	Adam Carter
Media Agency	Carat
Client Director	James Morgan
Digital Planning Manager	Isabella Elesinnla
Presto - Senior Account Manager	Erica Hungerford
Production Company	Town Productions
Producer	Rosa Junkovic
Executive Producer	Callum Johnson
Director	Paul Gay
Director of Photography (DOP)	Ryan Kernaghan
Production Design	Smile Productions
Post-production Producer	Rosa Junkovic
Editor	Michele Difrancesco
Colorist	Ben Rogers
Colorization	Grammercy Park Studios
Executive Post Producer	Annika Gustavsson
VFX Artist	Steve Miller
Music Composer	Liam Conwell
Sound Engineer	Toby Griffin
Post Sound Producer	Annika Gustavsson