1. Introduction: Nucco Brain, Mediacom & GSK- The Piriton Allergy Relief Campaign
As one of the first projects for Mediacom Beyond Advertising, Nucco Brain were presented with an exciting brief for the client GSK and their well-known brand Piriton- An allergy and hay fever relief medicine.
The project was headed up by Mediacom Beyond Advertising’s Mike Gibbons as Art Director and Steven Farrer as Integrated Producer, Nucco Brain’s Pedro Allevato as Animation Director, Stefano Marrone as Animation Producer and Lead Artist Valentina Lorizzo.
2. The Brief
The brief was to create a visually engaging animated infographic series of YouTube pre-rolls, to inform viewers on a variety of common household allergies, and educate them on the effective relief Piriton can provide.
The campaign is aimed at targeting the UK national mass market audience and bringing awareness towards families, parents and their kids about the stimulants, symptoms and relief of allergies.
3. The Planning
In order to communicate the right message, leveraging key statistics and deciding how to visually illustrate them in the most effective style and design, enabled an exciting proposition to differentiate the video from the traditional norm for brands in this category.
Mediacom’s approach for the project was to produce a light hearted, informative and affective story.
In order to showcase the analysis and application of what most people perceive as dull allergy statistics, Nucco Brain looked to create a cross over between an animated infographic with an explanimation style of video in order to ‘’bring a human face on dry data’’, as Creative Director Pedro Allevato points out.
Alongside the content planning, envisioning the creative and design strategy of the project entailed having a detailed understanding of the client GSK and their brand Piriton.
Working closely with Mediacom Art Director Mike and looping in the consistent feedback to the development enabled clear direction and accredited greatly to its creative control throughout the whole process.
4. The Creative & Design Process
The project starts with visual development and storyboarding.
Ideas, characters and style frames are presented and iteratively designed and developed in conjunction with the storyboard creation, as well as experimenting with mood boards and color palettes.
The final storyboard is than laid and timed parallel over a transcript for the final voice-over in the animatic phase.
Most commonly, the voiceover is done prior to final animation, so a mock-up version is practiced by the lovely amateur Nucco Brain voice talents to have a guide for timing.
Once the animatic has been completed and finalised, the animating starts!
A powerful element in this campaign was the contextualisation and perception of Piriton to everyday families. The character design was sketched and developed by Pedro and Valentina who were inspired with a view to creating a “compelling visual metaphor in order to present statistics in engaging and appealing way’’.
It was imperative that to really engage with a modern mass market audience, a main character with a plain, simple and cute universal appeal was created.
The choice of a vibrant yet warm color palette ‘’further complimented the light hearted, warm and friendly nature of the video’’. This added a greater sense of assurance and familiarity to Pirtion as not just an allergy product but a ‘’preferred brand’ ’in its appeal to the everyday family.’’
After weeks of animating and designing, a final montage of all the pre-rolls with a professional voice-over is produced and ready to be showcased!
4. The Result
As a result, this project for Piriton was a fantastic achievement for those at GSK and Mediacom and for Nucco Brain.
The animation infographic is set to having a pre-roll on video sharing platforms, such as You Tube. This means the potential reach is huge for GSK. With the recent release being June 2015, the animation falls in line perfectly with the seasonality in demand for allergy relief tablets, making it more relevant than ever.
What makes this project so unique to Nucco Brain is the originality and twist on pharmaceutical advertising.
Its take on a visually affective tone of voice to depict medical data for Piriton in a infographic explanimation style of storytelling, breaking down the misconceptions to the boundaries of data driven industries and brands in advertising.
Additionally, a separate complimentary infographic was created to follow up the release of the video, in which can be referred to as an overview for the project and as a useful reference for the audience beyond the animation.
The animation was deemed an absolute success and a joy to work on for the Nucco Brain team and is presently “one of the cutest animations the studio has produced to date.”