|Title||À la poursuite du trésor perdu|
|Campaign||Prince Game Trailer|
|Brand||Prince de LU|
|Business Sector||Biscuits, Bread, Crispbread|
|Philosophy|| When you think of a biscuit brand, you don’t naturally think of its history and heritage, but that’s the route Ogilvy Paris took to tackle the brief set by the European snack brand Prince de Lu (Mondelēz International) nearly 4 years ago when Ogilvy was in the finals for the leading European brand's business. The Client’s Brief? Make the Prince brand relevant and engaging to today’s families of the 21st century.|
Ogilvy’s winning pitch idea was to transform the brand's traditional communications into one of Branded Entertainment Content. This branded entertainment effort represented a huge shift for Prince de LU -- a brand that used to invest around 90% of its media budget on TV.
Declared Julie Levet, Growth Platform Leader Prince MEU at Mondelez International, “Our choice to transform our brand’s communication strategy into branded entertainment and brand content was bold, and proved to be the right one. The potential of the platform is unlimited with even more engaging content to come. With this initiative, the Prince brand firmly finds itself in the modern world.”
With this, Ogilvy and Prince aligned to give the Prince icon a makeover and to create a whole new world around him that promised unlimited storytelling across every media possible to engage its audience in a medieval world made contemporary called Princeland. From here, Prince de LU was propelled into the era of branded entertainment and cross-media storytelling of the 21st century.
Said the Agency's Executive Creative Director, Baptiste Clinet: "It was the creative response we found to the brand's challenge: developing an engaging Universe around the Prince icon and giving him a true mission-- to train the next generation to become future prince and princesses."
In year one, you’ll recall, Ogilvy developed a team of archetypal characters to live in Princeland. Rick, the awesome guy who's scared of spiders; Lily, the pretty girl, dressed and ready for all situations; Zig & Zag, the twin boys often too full of imagination; Joe, who’s not afraid of anything, except opening her heart… and Barry, the loveable Kung Fu master with a soft side. And obviously Moustachio, the constant threat…the conceited and self-loving man…
Today, the successful Princeland content strategy goes even deeper with families to nourish the energy and imaginations of kids with more video content in a longer format as well as an entirely new gaming app playable on desktop or mobile.
Declared Natalie Heckel, Executive Director, Ogilvy & Mather Paris: "Our biggest challenge was to find a way of being emotionally relevant to the whole family in particular using digital and gaming as a medium."
In the latest adventure of Princeland, children continue to gain the values of a Prince-- which so happen to be the same shared values of the brand: bravery, chivalry, adaptability, ingenuity, agility. . . but are now invited to finish the magnificent Princeland story through an exciting game where they can master different skills from 6 levels of play. For instance: venture into the belly of a flying dragon; jump over the rooftops of the city; escape hordes of crazy fans; sneak into a guarded castle; find their way through an out of control bakery!
Inspired by the entertainment industry and some of the biggest animation studios in the world, Princeland masters a 3-D breakthrough initiative that goes beyond simple advertisement: TV Spots; Branded Content; 3 minute short film; a comic book; and, a game that stops after 15 minutes of play to encourage the player to go outside, exercise and be a real prince in the real world.
Shared Ogilvy's Creative Director, Paul Kreitmann: "It was thrilling to create a story that wouldn't end when the film stops. When you play the mobile game, you get the chance to create your own character in Princeland and participate in the adventure to beat the evil Mustachio and save the kingdom in peril!"
|Media Type||Branded Content|
|Creative Director||Paul Kreitmann|
|Chief Executive Officer (CEO)||Philip Heimann|
|Executive Creative Director||Baptiste Clinet|
|Creative Director||Fred Levron|
|Copywriter||David Martin Angelus|
|Art Director||Bruno Bicalho Carvalhaes|
|Art Director||Chris Rowson|
|Art Director||Cedric Moutaud|
|Art Director||Julien Conter|
|Advertiser's Supervisor||Karine Chick|
|Advertiser's Supervisor||Julie Levet|
|Advertiser's Supervisor||Laura Fantoni|
|Agency supervisor||Natalie Heckel|
|Agency supervisor||Myriam Nouicer|
|Agency supervisor||Alix Trinh|
|Agency supervisor||Cédric Bertin|
|Strategic Planner||Alexandra Mimoun|
|Strategic Planner||Antoine Bayle|
|Agency Producer||Olivier Mordacq|
|Agency Producer||Ryan Leonard|
|Agency Producer||Antoine Bagot|
|Head of Technology||Adrien Leygues|
|Production Company||Cube Creative|
|Head of Production||Fabien Cellier|
|Sound||Comptoir du Son et des Images|
|Mixing Engineer & Sound Design||Alexandre Poirier|
|Game Production Company||Moonbots Studios|
|Creative Director||Adam Volker|
|Chief Technical Officer||Bohdon Sayre|
|Website Production Company||Lifelike|
|Tech Lead||Soham Qadri|
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