Inner M
Masterfoods
Issue 3 | July 2008
Agency
BBDO New York
Creative Team
Susan Credle - Executive Creative Director;Lauren Connolly - Creative Director/Copywriter ;Tim Bayne - Creative Director/Art Director ;Bryan Wilson - Art Director ;Rick Abbott - Copywriter ;Helene Balzarini - Executive Producer
Production Team
Believe Media - Production Company; Albert Kodagolian - Director; Jon Dino - Producer; Laika - Animation/FX; Kirk Kelley - Director of Animation
Other Credits
David Lubars, Bill Bruce - Chief Executive Officers
Date
January 2007
Background
According to M&M’S® Fun in America Survey Report (an online survey of 1,571 Americans), when asked if they think they have enough fun in their lives, fewer than one in five Americans say yes. Thus, the aim of this campaign was to illustrate how those who’ve found the M&M inside of them embrace the fun in life.
Idea
BecomeAnMM.com allows visitors to create their very own Inner M character and explore the fun world of Planet M&M’S™. On Planet M&M’S™, visitors can play online games in the arcade, enter a photo gallery and add their character to photos and short movies which can be shared electronically with family and friends. They can also go to the ‘E-depot’ for free downloads, such as screensavers. On an ongoing basis, the site is refreshed with activities, content and promotions to provide new experiences for registered users. The website was launched in conjunction with a new advertising campaign, which shows how those who embrace the fun in life have found their Inner M and directs viewers to the website to find their own Inner M.
Results
Not available.
Our Thoughts
Online avatar creators are everywhere now, so to make a mark is fairly tough. Creating uncannily accurate candy representations of kitsch stars such as Burt Reynolds certainly draw the consumer to the site, but it’s the fun you can have with your own chocolatey peanut creation that keeps them there. A cut about the rest and no mistake!