Failing hard can be amusing, at least if it happens to your friend or someone on the internet. All around the world, fail videos rack up tons of laughter and millions of views. For the Nordic snack brand OLW, fail videos seemed like a reasonable arena to get their message through to a younger audience. The brand’s snack bar shares its name with the universal sound of failure: “Smash!”
In a new campaign by recently formed Swedish creative agency KID, the brand used found footage to create a social-first campaign that drives name recognition by playing with the sound when someone hits the ground.
A series of films on TikTok and YouTube have included faceplants, kickbike-crashes, monowheels, and people plunging through the ice to get the brand name across with considerable efficiency.“Smash” has seen brand awareness increase +28% and brand favorability +15%, while the videos have been saved over 4000 times.
– We’ve all seen them, laughed at them, now we’re using them to build memory structures between what our audience loves to see on the internet and what they love to eat when they are scrolling the internet, said Jacob Eklöf and Samuel Skwarski, creatives at Swedish creative agency KID.
- Credits
- Advertising Agency: KID, Stockholm, Sweden
- Production Company: KID, Stockholm, Sweden
- Art director: Jörgen Berglund
- Copywriter: Jacob Eklöf
- Creative: Samuel Skwarski
- Visualizer: Jan Sjöberg
- Client Manager: Susanne Göthberg
- Client Director: Jenny Mechbach Sehlstedt
- Creative Director: Elisabet Fischer
