Camp + King Recharges the Energizer Bunny

By Erik Oster 

Back in May, San Francisco-based agency Camp + King launched a rebranding campaign for the Sacramento Kings. Now the agency has revamped the Energizer Bunny. Camp + King was named Energizer’s AOR back in January, following a creative review launched last October.

A new campaign features two spots offering the first look at the long-running mascots fresh look. Camp + King worked with Mill+ and director Robert Sethi on the CGI spots, with post production by The Mill. Each of the 15-second spots presents a reveal of the new Energizer Bunny. The new look isn’t such a departure for the character, more an update than a refresh. In “Power Suit,” the text “This is his power suit” gradually appears onscreen as he suits up with flip-flips, drum and, of course, Energizer battery. “Fluffy Tail” takes a similar approach, citing the mascot’s power, endurance and “fluffy little tail.”

“There are few advertising icons that are as famous as the Energizer Bunny and while we kept his shape familiar, I’m excited to present him in new detail, and having him show up in more mediums,” Camp + King partner and CCO Roger Camp told LBB. “The executions we’ve done so far are just the beginning, as we have a bunch of new ways we’re going to be rolling out the Energizer Bunny over the next few months.”

“This campaign allowed us to draw on all areas of the Mill+ business and deliver a complete, end-to-end solution, from conceptualizing the new design to animating, lighting and rendering,” added Sethi. “We used quite a range of skills – character design, fur grooming, texturing, compositing, character animation – to help usher the Energizer Bunny into this next phase.”

The bunny has come a long way since it was allegedly created by Secret Weapon’s Dick Sittig back in 1989.

Agency: Camp + King
CCO: Roger Camp
Creative Director: Rikesh Lal, Jesse Dillow
Copywriter: Lara Kesler
Art Director: Cameron Twombly
Strategist: Carlisle Hensley
Head of Content Production: Stacy McClain
Senior Producer: Nicole Van Dawark
Brand Manager: Roxanne Cobbs, Ashlie Tubb
Brand Director: Melissa Stavish
CEO: Jamie King

Production Company: Mill+
Director: Robert Sethi

Post Production/VFX: The Mill
Creative Director: Robert Sethi
Designer: Helen Hsu, Patrick Kipper
Senior Producer: Anastasia Von Rahl
Producer: Antonio Hardy
Production Coordinator: Daniel Beldy
Executive Producer: Pete King
Pre-Viz: Matt Neapolitan
Animation: Jacob Bergman
3D Lead Artists: Chris Bayol, Jason Monroe
3D Artists: Victor Duncan, Krystal Sae Eua, Kris Kelly, Sophie Pince, Annie Zhao
2D Lead Artist: Ben Smith

Edit Company: The Mill
Editor: Hugo Vaughan-Hughes

Audio Post-Production: Mark Meyuhas, Lime Studios
Sound Design: The Elements