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Advertiser: General Mills Canada

Product : Pillsbury Pizza Pops

Target : Teenagers 12-17, mostly boys

Network chosen: MusiquePlus, VRAT.TV, TÉLÉTOON, Ztélé

Objectives

  • Support the Quebec product launch in order to insure its success in its first year on the market ;

  • Target young people who are looking for a quick snack to curb their after-school appetites .

Concept

Contest inviting young people to take part in the “Snack Revolution”, with a concept that parodies news bulletins and announces the start of the “Pillsbury Pizza Pops Revolution”; young people will be urged to become “leaders” or “soldiers” in this revolution Production of 2 segments featuring contest finalists in a challenge to raise awareness for Pizza Pops among the most number of people.

Components

30-second contest spot – 30-second editorial segments