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  • Sam
  • Sam Creative Director / Creative Technologist / Retoucher
  • Rate
Product Marketing for Bear Paws

When filling their child’s lunchbox, parents not only need faith in a snack’s quality, they also need confidence to know it won’t end up on the playground black market either! For Bear Paws, building brand recognition as a trusted snack is only half the battle: with over twenty types of cookies to choose from, successfully identifying their child’s favourite flavour is an accomplishment for parents in and of itself. My strategy was to connect with both parents and their children. The Cookie Crew campaign features whimsical syndicated commercials and stills that inspire nostalgia to reach a parent’s inner child and motivate them to share the ads with their kids. These stop-motion vignettes harken back to beloved Saturday morning cartoons — the type of content mom and dad love to share on social media and with their kids. The series garnered thousands of shares and extraordinarily positive consumer tone. Social community managers were even excited to report many touching messages about how the ads brightened viewers’ days! Most importantly, Bear Paws acquired that coveted stamp of approval from both parents and kids.

Project Roles
Creative Director, Designer, Producer
Company
Dare Foods
Skills
Creative Direction, Design, Producing
Media
3D Animations, Advertising, Art, Brand Films, Character Animations, Character Designs, Commercials - Broadcast, Commercials - Video, GIFs, Mood Boards, Photography, Social Media Content, Social Media Copy, Sound Mixing, Storyboards
Project Industries
Packaged Goods