Description
I was tasked with creating a creative brief for an ad campaign to reinvigorate an As Seen on TV product. I chose to create a small ad campaign around a Stegosaurus Stuffed Animal. Instead of continuing the current messaging of the stuffed animal being cuddly (I deemed this too simple), I opted to paint the stuffed animal as chaotic and scary (and yet, still cute and cuddly). I also gave the stuffed animal a more memorable name: for the purposes of this campaign, it is known as the Roar-o-saur.
While the target demographic for the product is children, it's necessary to include some messaging to resonate with adults, who would be the ones buying the product. The imagery and headline is simple and playful, partially inspired by Captain Underpants book covers. The imagery shows the Roar-o-saur standing by while a city of wooden blocks burns in the background (assumedly ignited by the Roar-o-saur). Both the imagery and text juxtapose the Roar-o-saur's chaotic tendencies and cuteness in a comedic way that many adults might appreciate. While some might be put off by the burning wooden city and the messaging that the Roar-o-saur is a being of chaos, these people are not part of the stuffed animal's target audience.
The body text aims to emphasize the key qualities of the Roar-o-saur while conveying the hype around the stuffed animal. In an effort to market the stuffed animal to adults, a lot of the messaging within this campaign focuses on the Roar-o-saur's stress-reducing capabilities. The radio spots, which are likely to be heard only by adults, focus on this most prominently.
Original product
Digital executions
Out-of-home executions
Full copy
HEADLINE:
IT'S DINO-MANIA!
SUB HEAD:
BEWARE! THE ROAR-O-SAUR
BODY:
The Roar-o-saur is on a rampage!
Don’t let its cute, friendly appearance fool you: this dino is up to no good. The Roar-o-saur has taken the stuffed animal world by storm. Between its cuddling capabilities and its chaos-causing tendencies, the Roar-o-saur has inspired a tidal wave of imagination around the globe.
Will you try to stop the mayhem? Or will you join the fun?
TAGLINE:
RELEASE YOUR INNER ROAR
CALL TO ACTION:
Roar-O-Saur.com (RoarOSaur.com redirects to same site)
FOR INSTAGRAM CAMPAIGN:
Post YOUR RoarOSaur rampage and include the hashtag #RoarOSaurRampage for a chance to win a trip to Disneyland.
30 Second Radio Spot
NARRATOR is a man approx. 20 years old
MUSIC BED is playful, upbeat, old-timey and slightly chaotic and plays quietly throughout the whole radio spot
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MUSIC BED FADE IN
NARRATOR: We live in stressful times.
NARRATOR: Sometimes we need a friend to deal with the stress. Sometimes, we just need to cause some mayhem.
NARRATOR: With the Roar-o-saur, you can have both.
NARRATOR: The stegosaur stuffed animal sensation is both capable of cuddling and creating chaos.
NARRATOR: Towering a whopping point seventy-five feet above the ground, nothing is safe when the Roar-O-Saur is around.
NARRATOR: Will you try to stop the mayhem? Or will you join the fun?
NARRATOR: Release Your Inner Roar with the Roar-O-Saur at Roar-O-Saur.com
MUSIC BED FADE OUT
60 Second Radio Spot
NARRATOR is a man approx. 20 years old
MOTHER is a woman approx. 40 years old
DAUGHTER is a girl approx. 10 years old
MUSIC BED is playful, upbeat, old-timey and slightly chaotic and plays quietly throughout the whole radio spot
SFX is an ambient toy store soundscape and plays quietly over the MUSIC BED
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MUSIC BED FADE IN
NARRATOR: We live in stressful times.
NARRATOR: Sometimes we need a friend to deal with the stress. Sometimes, we just need to cause some mayhem.
NARRATOR: With the Roar-o-saur, you can have both.
NARRATOR: The stegosaur stuffed animal sensation is both capable of cuddling and creating chaos.
NARRATOR: Towering a whopping point seventy-five feet above the ground, nothing is safe when the Roar-O-Saur is around.
SFX FADE IN
DAUGHTER: Aww, he’s so cute!!
MOTHER: No, we are NOT buying that
DAUGHTER: I promise I won’t break anything
MOTHER: I’m not worried about what you’d do, I’m more worried about… him.
DAUGHTER: Pleaseeee??
MOTHER: Well, on second thought, I suppose I wouldn’t mind causing a little chaos myself.
NARRATOR: Will you try to stop the mayhem? Or will you join the fun?
NARRATOR: Release Your Inner Roar with the Roar-O-Saur at Roar-O-Saur.com.
SFX and MUSIC BED FADE OUT
30 Second Radio Spot - Audio
Planning
Process
AI Usage
Generative AI is used for many parts of the visual media. The stegosaur is a generative AI creation using the only available image of the original product as a reference. The scenery is made with AI. The blending of each individual element into the same composition is primarily done with AI.
The wooden block city and flames are Adobe Stock photos. The overall idea, composition, gradients and typography are all created by me. All of the text within the graphics and radio spots is ideated and written by me. This Behance project is also my own work.
