The Adventures with La Vache qui rit: “The quest for the missing cheese”.
Business Background
There is little differentiation left in the portion cheese category and brands are failing to connect with kids; consequently LA VACHE QUI RIT was getting lost in the clutter.
Truth
Kids feel misunderstood & neglected in an adult world… they want to belong and to be in control.
Strategy
Have kids become friends with the red cow by facing challenges together, ultimately becoming part of her world.
CREATIVE IDEA
8 pieces of cheese have gone missing… La Vache qui rit, Sara and Karim set off on an adventure to find the missing pieces.
The adventure takes them to 4 fantastic worlds, each hiding two pieces. Entirely from the user’s perspective, the adventure kicks off with the team’s plane landing in Pirates World where they set off on the trail, play games and choose different paths before finding the 2 of 8 pieces hidden in a treasure chest.
The adventure then continues to Persia, China then Ancient Egypt where the team steers a magic carpet, jumps over the Great Wall of China and enters secret chambers as they continue to overcome obstacles, play games and get clues from various characters they meet… until they complete the adventure inside the Great Pyramid and fly off to their next adventure.
RESULT
3,000,000 visits from over 1 million unique visitors in just a month!
Most successful campaign for the brand WORLDWIDE.
Awards
- Dubai Lynx Shortlist
- Finalist MENA Cristal Festival (Cyber & Mobile Cristal)
- GEMA Effie Award
Creative Credits
Agency - Leo Burnett, Dubai
Creative Director - Sebastian Puhze
Digital Art Director, Designer, Storyline - Frederick Tadeo
Senior Copywriter - Sunny Deo
Communications Manager - Fadi Bustros
Flash Development / Game Dev - Rahmat Hidayat
3D Animation - Optix Digital Pictures, Dubai
Production -Andreea Gurbina
3D Animation - Amin Faramarzeyan, Ramtin Ahmadi, Geoffrey Dela Cruz, Nicholas King
