In our Behind the Moving Image series, we share the latest and greatest behind the scenes look at how our VFX geniuses bring to life some of our most iconic work. Check out BTS for Xbox ‘Us Dreamers’, Arm & Hammer ‘Once Upon A Time’, Technicolor ‘Masters of Colour’, Starburst ‘Turaffe and Carl’, O2 ‘Bubl’, Frangi ‘Goddess’, Vittel ‘Biodiversity’France Television ‘Sumo’, John Lewis & Partners ‘The Boy and The Piano’, Virgin Australia ‘Up Up & Toupee’, Channel 4 ‘Meet the Superhumans’, Jaguar ‘A Breed Apart’, McDonald’s Reindeer, Edeka ‘2117’ and most recently Samsung ‘Flex Your Way.
This week we offer an insight into the making of Berocca’s Bhangra Loving Lizard, Roccy.
Injecting a little mojo into your mornings may seem near impossible by the time Friday rolls around but in 2017 MPC and JWT London found a cure. And it’s Berocca. Directed by MPC Creative, our teams choreographed a CGI chameleon to the sound of Panjabi MC’s Mundian To Back Ke to convince the masses to pop a Berocca a day.
With all the characters in the spot being crafted entirely in CG it was important to create something that felt as realistic as possible. The vision was to feel like an episode of Planet Earth that took an unusual twist. The team knew that this character would be a phenomenon and so they created a bespoke piece of software to render Roccy in real time allowing us to extend beyond the traditional TV campaign onto social. This gave the ability to bring this beloved character into people’s lives, allowing Roccy to dance alongside them.
The creative, ran simultaneously across TV supported by a comprehensive VOD strategy to maximise the potential reach. In addition, the campaign also encompassed OOH, DOOH shopper, PR, digital, and social media, targeting those on their daily commute. The OOH took the form of digital 6 sheets and Tube cards.
Berocca not only saw a spike in social media engagement, but those results translated to the business with an increase in sales by 45%.