MALYATKO – IT’S EASY TO TAKE CARE!
BACKGROUND
Malyatko updated its packaging and had to come out with a new communication so that the audience could recognize their favorite product on the shelves. The new design became more minimalistic and modern, so the video had to be different from the classic format.
APPROACH
We chose a modern way of depicting the product through a recognizable visual style. It is characterized by minimalism – the absence of unnecessary details, so as not to distract the viewer’s attention and build trust. In general, the video can be divided into three components: graphic, stop-motion animation, and consumption shots, in which modern parents can recognize themselves.
CHARACTERS
The main idea was to animate new characters from the packaging in a series of lightweight videos. The animation visually distinguishes the brand from competitors, and the characters playfully attract new customers. The inspiration for this was the famous tamagotchis, namely concept of gamification of a cute little character.
BEYOND THE USUAL
Most brands on the market shoot classic feeding scenarios in an apartment. That’s why it seems that the world is limited when a baby is born. That’s why we decided to take parents beyond the four walls and the usual advertising plots. After all, modern moms and dads move, work, continue to be themselves and successfully combine this with parenthood.
INSIGHTS
To further attract the attention of young parents, we sewed a certain insight into each of the copywrites. This shows that the brand understands the complexities of parenthood, so each story is about how the products make mom and dad’s day easier.
JINGLE (not BELLS)
The music deserves special attention, as it unites all the videos and adds memorability to the ad. Once you hear the jingle, you won’t be able to read the slogan without singing it!
This campaign was initially focused on creating a series of short videos, but we also created an additional mood video. It organically combines all the previous stories, conveys the atmosphere of the project, and becomes the final chord of our work.
Creative Lead – Sonya Sytnik, Oleksandr Veselov, Volodymyr Veselovnn
Creative Team – Veronika Khrutska
DIR’s – Volodymyr Veselov, Oleksandr Veselov
DOP – Vlad Penkov
Producer – Oleksandra Lyashenko
Producer assistant – Oleksii Usov
Production designer – Volodymyr Makhniuk
Casting Director – Valeria Lukash
Focus puller – Andrii Karpets
Rental – GARAGE rental
Make-up & hair Stylist – Kristina Makovey
Editor – Viktoria Dvornikova
2D Character Animator – Ihor Berg
Illustrator – Andrii Lynnyk
Stop Motion Animator – Roman Dzvonkivskyi
Color – Vlad Chernolyasov
Sound – Vasya Humeniuk
VFX – Volodymyr Kovalenko