Young peas

Together with Bonduelle we launched a campaign for their new product — young peas — the central element of which was an animated video for TV. The campaign was also supported digitally with banner advertising and a change.org petition for Mark Davis, a founder of Unicode Consortium, to add a pea emoji.

Objective

To promote the whole category of canned peas using the new product and also position early peas as a side dish in its own right.

Idea

Young peas are rebels who don’t want to follow in their parents’ footsteps and become part of the Olivier salad. Early peas want to be a side dish in their own right. Like other millennials they don’t watch TV and consider it outdated. They don’t want to create advertising for TV — they’d rather make a video for their Internet blog. We tried to carefully construct the image of peas: their clothes, appearance, character — so that they looked and felt like real teenagers rather than cartoon characters.  

Team

Possible Group
  • Creative Director Artem Filimonov
  • Creatives Marat Arutyunov, Dmitriy Losev
  • Art Director Wanslez Quaresma
  • Account Director Inna Kovaleva
  • Head of Video Production Olga Rostotskaya
  • Video Producer Natalia Kasumovich
  • Head of Content Production Daria Cheremukhina
  • Senior Content Creator Maria Gushchina
  • Creative Content Producer Maria Prytova
  • Digital Director Alisa Zadorozhnaya
  • Product Director Andrey Minaev
  • Digital Producer Alexey Kochurin
Bonduelle
  • Marketing Director Sergey Parinov
  • Marketing Manager Anna Lebedeva
  • Brand Manager Maria Ivleva
  • Internet Marketing Manager Serafima Eremenko
  • Marketing Communications Specialist Ivan Evdokimov
PostPro