Mondelēz International, Inc.
Chief Commercial Officer: Yevgeniy Tyan
Account Director: Azazel Amirdinova
Art Director: Dmitriy Kiyko
3D Designers: Anel Mailybayeva, Roman Mokrov
Project Manager: Rustam Ashykbayev
Creative Manager: Uliya Kusherbayeva
Senior Designer: Almat Suisimbayev
Operator: Ramil Abdullayev
Account Manager: Samal Satybaldina
Brand Manager: Yulia Savchenko
Media Manager: Sandugash Beyssenova
TASK
“Barni” – a bear-shaped biscuit brand loved by kids all over the world – launched a new campaign. Our task was to revive Barnie Bear in a creative and engaging 3D project and highlight the simple ingredients of the product.
SOLUTION
The digital project was based on the insights of children’s psychology and imagined that Barni Bear is a kid himself.
What does he need to do for children to see him as a friend? To go down to every child's eye level, to show his playful side and interact with kids, treating them to something tasty.
We created a 3D cartoon with Barni running towards the audience and making the biscuits right in front of our eyes, showing the ingredients. Character rigging, grooming, and animation were the main challenges of the project.
The video was placed on the 3D screen at a pedestrian street in Almaty, with many playgrounds, popular among local families with kids.
The 3D video was further developed for social media Fake-Out-of-Home: Barni climbed out of the screen and directly interacted with a kid, giving him a pack of biscuits. Camera tracking and compositing was the main challenge here.
RESULTS
3,1 mln – reach of the viral Fake Out-Of-Home Video on the brand’s Instagram page.