badc

2023 - Bronze

Enter the Flavour-Verse

Bronze 2023
Type + Pixel
Baskin-Robbins

Challenge:

When Baskin-Robbins collaborated with Sony to launch Across the Spider-Verse Pt 1, they asked for a campaign that would make sense to fans, retain the pop culture spirit of the Marvel franchise and remain faithful to what both brands stood for.

Idea:

Just as the multiplicity of worlds is central to the Spider-Verse, the multiplicity of flavours is central to Baskin-Robbins. This became the lynchpin of our campaign, giving birth to our creative platform: Enter the Flavour-Verse. An invitation to fans of both brands to immerse themselves in an alternate universe – one where flavours and superheroes collide.

Execution:

At the heart of the campaign was a gamified 3D AR experience which placed fans inside the action, giving them the chance to save the Flavour-Verse using their virtual web-shooters. A custom mobile site leveraged the movie’s visual aesthetic and glitchy, sci-fi elements, while a paid digital campaign spread the word.

Advertising agencyType + Pixel
Creative directorJermold Compton & Natalie Van der Rijt
CopywriterLaura Walls
Account serviceSarah Marriott / Mari Ocando Ibarra
Client marketing managerNatasha Guiulfo
Front end designerJermold Compton
Digital producerDanielle Shannon
DeveloperRamiro Azar / Tayah Hoekwater
Other Contributors

Josh Van Rooyen
Darren Walls