Maped

worldwide
TV campaign

A full 3D saga, intricate character design, and stories revolving around the products in over 9 films for a global TV campaign from 2015 to 2019 in more than 20 countries. Meet Téo and Léa!

challenges:

Build an international TV communication campaign.
Imagine a concept that can be adapted according to the products.
Bring children and mothers from around the world together and speak to them.
Inspire/involve/simultaneously seduce children and mothers.
Convey the brand’s values and those of the products in a short period of time.

approach:

The agency wanted to highlight the creativity and exaggerated naivety of children. Through different portraits, we used the products to showcase the creative talents of children, and then, in a second step, to surprise.

One approach was designed to appeal to mothers, make them smile, and remind them of how creative and “committed” their children are to their ideas, sometimes at the expense of furniture or home decor.

Why 3D?

We designed a campaign that was 100% animated with detailed character design, reminiscent of children’s films. The goal was to use a visual language that is internationally understandable and therefore enable the campaign to be used in all countries.

To go beyond TV usage, it needed to be easily adaptable to all media for generating brand content (sharing, social media, contests, etc.).

France broadcast:

On TV channels:

Coverage 66%
Repetition 10.1
Contacts 35 million

testimonials:

“The strength of our saga lies in a strong and endlessly adaptable creative execution, both in terms of scenarios and production. The agency’s responsiveness has also been a major asset in our exchanges.”

Bernard Roux De Bezieux, Marketing and Communication Director at MAPED.