An animated music video for children with Fruittella branding was created as part of a campaign promoting Fruittella candy. The background animation was simple and employed 2D techniques, while the main characters, representing Fruittella flavours, were depicted as 3D cubes with human features. The Fruittella music video was, itself, promoted with a 15-second on-line advertising spot. YouTube was the only partner in the campaign, as communication was focused on YT channels with children-themed or children-targeted content. Over 2 million complete video views were generated during the first 12 weeks of Fruittella’s presence on YouTube. By the end of the campaign, the Fruittella YT channel, with only one song, had acquired 3.6 thousand subscribers. The project gained many fans.
This campaign focused on making drivers, parents, and children more aware of the importance of road safety in areas located near educational institutions. The campaign, whose hashtag-based slogan focused on ‘reaching school safely’ (#bezpieczniedoszkoly), employed a wide range of media channels, including radio, digital, OOH, DOOH, as well as a number of events organised in urban spaces and near schools. All these activities made it possible to achieve broad customer reach in places frequented by car users and parents with their children. The positive effects remained noticeable for many months and included not only newly published reports mentioning Michelin brand, but also smiling children wearing Michelin-branded reflective elements on their way to school.