Unilever brand Peperami, drop their agency and is working with Idea Bounty to crowdsource the concept for their latest campaign. Creatives across the globe are being invited to submit their Ideas for their next TV and print campaign for the infamous Animal character, and Unilever is offering a cash bounty of $10 000!
“Peperami: It’s a Bit of an Animal” - Peperami, one of the largest UK consumer brands, is a pork sausage snack manufactured by Unilever in Germany and Britain. The Animal is the tiny little snack-man and the face of the brand.
Unilever has turned to Idea Bounty after 15 years with their traditional agency, Lowe, who conceptualised the Animal character. The love for the Peperami Animal is testament to their great work over the years. Peperami now looks forward to crowdsourcing the big Idea to take Lowe’s legacy forward into the next era of Animal.
Opening this process to thousands of creative minds, rather than working with a small team of creatives at one agency is sure to deliver a plethora of Ideas. Idea Bounty has around 4,500 registered creatives – sourcing from this pool of creative minds will deliver results that will match or even surpass that of an ad agency. Idea Bounty has in the past worked with other massive brands and hosted briefs for Levis®, WWF, Red Bull and BMW among others.
Making a Bold Move
Unilever has made a brave business decision to explore new ways of running the advertising process – and they are confident that by crowdsourcing, great results will be delivered. Through Idea Bounty, they hope to produce an ad that inspires other brands to rethink how they run the advertising process, as well as inspire creative thinkers from around the world to believe in themselves and push their own boundaries.
This brief will prove a bit of a challenge, the winning Idea must be able to support the development of fully worked scripts and storyboards. This means that the ideas submitted will be well thought-out and of a high calibre. This is an incredible opportunity for all those creative thinkers out there to get their creative juices flowing and get thinking about a massive overseas brand. Oh, and not to mention, get heartily rewarded!
Why Crowdsourcing?
By crowdsourcing, Unilever hope to harness this love for Animal and democratise the advertising process. Crowdsourcing is becoming increasingly popular among marketers for finding a creative solution for brands and Peperami is stepping up and utilising it to create a high profile TV campaign.
Idea Bounty is essentially a social think tank that provides a secure channel for the world-wide creative community to offer solutions to creative briefs. A reward or “Bounty” is offered for the Idea that best answers the brief. In this case, the Bounty up for grabs is the largest yet - $10 000! That means a cracking R120 000!
How to Get Involved
Aspiring Peperami creatives can register on www.ideabounty.com and download the brief which went live on the 28th August 2009. The closing date is the 23rd October, giving time to really think over the concept and develop an idea into awesomeness. Creatives can then hold thumbs until 4 weeks later when the winner will be announced. When this is decided, specialist agency, Smartworks, will work with the winner to produce the ad.
