Starburst
Starburst’s “Unexplainably Juicy” campaign found great success in America, so naturally the brand wanted to take it globally – specifically to European, Asian and Middle Eastern markets. And they wanted to do it as affordably as possible (i.e. print, OOH, social and digital). So we came up with telegraphic visual solutions that were location relevant, spectacular OOH and smart social plays that tapped into human behavior as an explanation for the candy’s juiciness.
Rain-Activated OOH
In Asia, monsoon season is an expected occurrence. We decided to give people an unexpected OOH experience to explain how Starburst gets so juicy.
:06 Social
A droplet drips from the top of the frame and grows into a juice bomb.
Then lands on a wrapped Starburst with a splat.
The candy sinks into the juicy landscape revealing a floating pack and logo.
Skippable Preroll
As if they needed an excuse to skip preroll ads, viewers will be encouraged to hit skip in order to help make Starburst juicier.
First :05
“Every time you skip an add Starbursts get juicier.”
:06 to :15
“Seriously, why aren’t you skipping?”
“Starbursts aren’t going to get juicier on their own. Skip now!”
Facebook Canvas Ad
Through the magic of Facebook canvas ads, people can use their phone’s accelerometer like a magic 8 ball to find out how Starburst gets so juicy. Whenever they shake or move their phone, a new answer is revealed.
Spotify Companion Ad
By monitoring Spotify users’ listening habits, we can serve companion ads related to the songs they listen to most as the reason behind Starburst’s juiciness.
Instagram Heart Hack
We’ll replace the Instagram heart icon that appears when you double-tap an image with our own icon that looks like a droplet of juiciness.
CAPTION: Double taps make Starburst exponentially juicier. See for yourself. Tap tap, drip drip.
