After phase one of the Pennington Wild Bird Seed campaign was under way, we needed to establish Pennington as the leader in the wild bird seed market. So we created the Pennington Wild Bird Band.
First we developed four characters.
Next we began working on developing TV concepts that would kick off the national campaign. All three went into testing.
The Last Seed
After much testing and tweaking, Monkey was chosen to be put into production. I travelled to Stockholm to work with Milford Film and Animation to art direct and work closely with their amazing team of 3D artists and animators.
Monkey - the finished spot
To support the TV campaign, we produced 3 radio spots, a Facebook page that allowed for downloads of every kind, and an out of home campaign that aligned with our banner ads.
Out of home
Mike Boutté - art direction, animation direction Joel Krieger - creative direction Joel Edwards - audio production Paul Korel - copywriting Chelsea Darling - design Tam Cao - design, animation