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Interactive Annual 16:
advertising

Capri Sun—Disrespectoids

Launch Live Site

“Great character design and gaming structures of powerups and reward. A glimpse at how marcom can be more rewarding for the digital natives among us.” —Glen Sheehan

“Nicely illustrated with a wide variety of enjoyable game play. Each game has a clear approach to interactivity, providing a fun experience with a very short learning curve.” —Nikolai Cornell


Overview: The Disrespectoids is a motley crew of kids who innocently but foolishly “disrespected” the pouch and were transformed into physical representations of their disrespect. “Respect the Pouch” is Capri Sun’s multi-year campaign platform; its broad objective was to create buzz for the brand and make the pouch desirable to a youth/teen audience. Commercial spots drove kids to respectthepouch.com—an engaging, interactive Web site with a collection of games that allows kids to play with the characters, earn different achievements and unlock cool content. This chapter of the Respect the Pouch campaign kicked off in 2009 as a collaboration between Razorsh, Fuel Industries and Ogilvy & Mather.

  • • The site’s received over 2.5 million unique visitors since launch and more than 11 million total game plays.
  • • The dynamic loading of content is worth noting: It’s more than 50mb but doesn’t feel that way because of minimal downloading and a predictive queue to download remaining assets based on what a user might access next.
  • • The site has 28 main content .swf files that can be broken down into content pages, preloaders, animations and audio; 19 movie .swf files for the various character transition animations; 1 .sml file for conguration and 4 .mov files for streaming commercial spots.

Comments by Mark Semon

Is the audience you were targeting a particularly difficult one to reach? “We were able to bring the Disrespectoids to life online in a way that only digital can. Kids were first introduced to the characters in TV commercials. The spots then drove the audience online where kids could interact and play with 3-D animated versions of the characters. Cinematic transitions, funny content and odd (but still surprisingly relevant) games sparked massive kid engagement. In fact, according to Comscore data, Disrespectoids averaged more time spent per visitor per visit than Nick.com, Disney Channel, Postopia and Club Penguin (Average Time Spent Per Visit: +16 minutes; Date Range: JulySept 2009; Source: Comscore).”

How did time constraints affect your final solution? “We officially kicked the project off in late November and launched in March for the Nickelodeon Kids Choice Awards. Of course time was a constant factor. We had a hard launch date for the awards and wanted to maintain a high level of execution throughout the cascading releases. The first phase of the project included concepting, 3-D modeling, animation, site design, development and technical integration for the first (three) characters. It took approximately three months to complete the first phase; the remaining characters and games were rolled out over the next few months to align with commercial releases.”

Credits

Isaac Garcia, Fuel Industries, art director
Benjamin Hawk, Razorfish, writer
Arturo Gigante, Ogilvy & Mather/Mark Semon, Razorfish, associate creative directors
Simon Goodship, Razorfish/Joel Grenier, Fuel Industries/Debbie Kasher, Ogilvy & Mather, creative directors
Glenn Bakie, Fuel Industries/Greg O’Neal, Razorfish, strategic planners
Jon Keon, Fuel Industries, Flash programmer
Tristan Eaton, Ogilvy & Mather, illustrator
Pascal Boraschi, Fuel Industries/ Rosie Rathburn, Razorfish, project managers
Fuel Industries/Razorfish (San Francisco, CA), project design and development
Ogilvy & Mather/Razorfish, ad agencies
Kraft, Capri-Sun, client


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