Working In Harmony

As a team, we developed several campaign concepts. Our primary objective was to capture the playful personality, tone, and values of both brands. We explored various narratives and came up with an array of creative lines that would perfectly encapsulate the partnership. Ultimately, one concept stood out: “A Cracking Combination.” This tagline successfully communicates both the collaboration between the brands, as well as the new unique blend of iingredients.

This narrative also reflects the relationship between our team and our clients, and how our values align. This project really helped me understand the importance of that connection.

Collaborating with two clients at once posed additional challenges, such as finding a balance and keeping both clients happy. But the key to overcoming this was ensuring that we communicated clearly and that everybody was included at each stage of the process.

The Good Stuff

The next phase is one of my favourites - sketching ideas. Once the campaign narrative had been agreed, we began visualising. How were we going to combine both brands? How can we visually represent them? How do we maintain brand equity? The most important thing to remember was that Carrs Pasties would be producing and selling the product, and Wallace & Gromit would play a promotional role.

We went through rounds of sketches, trying to pull through both band styles and ensuring that they complement one another. We created a campaign identity that visually represents the pasty’s burst of flavour. This identity was designed to be flexible across different media formats to strengthen the campaign’s impact. We ensured that Carrs’ brand assets were used throughout, in order to keep the campaign in-line with their core identity.

A Cracking Conclusion

I thoroughly enjoyed this project, especially collaborating closely with our clients. Clear communication between everyone was key to producing a campaign that delivered cracking results.

The experience provided me with a lot of insight, and each stage of the process was an exciting learning opportunity for me. I had a great time working with these icons, and I will look forward to hopefully working with more in the future.