Toronto-based creative agency Camp Jefferson, in conjunction with Quebec market partner K72, launched a campaign for Canadian cell phone company Koodo entitled “Choose Happy.”
The campaign aims to exemplify happiness with a series of broadcast, cinema and online spots, exploring such sure to please subjects as “Kittens & Rainbows,” “Flowers,” “Free Refills” and “Popsicles.” Each ad is a colorful, high energy blast of Internet-fueled happiness, meant to show how customers can “Choose Happy” by opting for Koodo, which was ranked highest in stand alone carrier satisfaction by JD Power’s ranking of Best in Customer Satisfaction. While the campaign title and tagline bring to mind Coca-Cola’s “Choose Happiness,” the approach is completely different.
“A light went off when we realized that our client’s product could be our main media vehicle,” explained Paul Little, executive creative director at Camp Jefferson. “This lead us to create a platform that was built to work in the way we consume media on our smartphones. In essence it’s a tiled, modular system that can be assembled into anything — from multiple units that become TV commercials to individual pieces that act as content to be shared and enjoyed on social channels.”
After all, who doesn’t love kittens and rainbows?
Credits:
Client: Koodo Mobile
VP, Marketing Communications: Dan Quick
Director, Marketing Communications: Lise Doucet
Manager, Marketing Communications: Dragana Simao
Manager Quebec, Marketing Communications: Jennifer Robertson
Agency: Camp Jefferson
Executive Creative Director: Paul Little
Associate Creative Director: Julie Nikolic, Chris Obergfell
Copywriter: Paul Little, Rich Cooper, Michelle Colistro, Stefan Wegner
Art Director: Julie Nikolic, Andrew Passas, Chris Obergfell, Caroline Friesen
Designer: Andrew Passas, Mo Bofill
Tech Lead: Thomas Schemmer
Director of Integrated Production, Producer: Jen Mete
Print Production Manager: Marietta Sterman
Integrated Production Coordinator: Lily Tran
SVP, Managing Partner: Peter Bolt
VP, Director of Planning: Andre Louis
VP, Director of Social and Innovation: Ian Barr
Social Content Strategist: Chris Campaner
VP, Director of Client Services: Edith Rosa
Account Supervisors: Lisa Taylor, Suyi Hua, Melanie Abbott
Account Coordinator: Sabrina Zavarise
French Agency: K72
Copywriter: Marc-Andre Savard
Art Director: Sebastien Boulanger
VP, Strategy: Michelle-Alex Lessard
Account Director: Rosalie Laflamme
Account Coordinator: Genevieve Turmel
Production Houses: Mike Perry Studios w/Suneeva, 1stAvenueMachine & MOM
Directors: Mike Perry, Karim Zariffa, Julien Vallée, Eve Duhamel
Executive Producers: Geoff Cornish, Sam Penfield, Richard Ostiguy
Artist Representative: Laura Beckwith
Head of Production: Lisanne McDonald
Line Producer: Annya Williams, Guillaume Vallée
Directors of Photography: Anna Wolf, Simon-Pierre Gingras
Photographer: Scottie Cameron
Set Designer: J Bell
Art Director: Louise Schabas
Animation Director: Mike Perry
Assistant Animation Director: Jim Stoten
Lead Animators: Isam Prado, Maya Eldelman
Animator: Lizzi Akana
Editorial House: 1stAvenueMachine
Editor: Marc-Antoine Croteau
Transfer: Ricart & Co.
Colourist: Seth Ricart
Online: 1stAvenueMachine
Online Artist: John Loughlin
Audio / Music House: Apollo Studios
Creative Director + Music Producer: Daenen Bramberger
Audio Engineer: Spencer Hall
Executive Producer: Tom Hutch
Development: Ransom Profit
Lead Developer: Heung Lee
Developer: Tony Valderrama