‘Mind control’ was the result – an integrated campaign with TV at its heart. "The brief was to bring to life Marmite’s purpose, which is to encourage the nation to ditch sugarfilled breakfasts and broaden their breakfast horizon and, in the process, turn Marmite haters into lovers," she explains. Using TV as the key channel for Marmite’s latest campaign was a no-brainer, according to Fik Woldegiorgis, brand experience director for Marmite, which won the latest Thinkboxes Award for TV creativity for ‘Mind control’ – an ad created by Adam & Eve/ DDB, in which the power of psychic persuasion plays a central role.
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