Have you seen this Squirrel?
Local peanut butter maker Fix & Fogg has a loyal following in New Zealand. But to ensure the launch of their new Chocolate Hazelnut Butter was a success, they wanted to do something outside of the ordinary. Something people couldn’t ignore.
We jumped at the chance of course, and suggested they stage a break-in at the Fix & Fogg factory. The perpetrator? A six-foot-tall squirrel with a grey complexion.
Client
Fix & Fogg
Year
2020
Role
Videographer
Video Editor
Art Direction
Social Media Strategy
With
Alex Le
Clément Rebouillat
Kristine Gonzalez
Jeremy Hall
The EightyOne team
THE OPPORTUNITYA mischievous Squirrel
EightyOne conceived a campaign centred around a mischievous Squirrel who sought to steal the nut butters from the Fix & Fogg window. We got the public talking, by sending our Squirrel out and about in the bustling streets of Wellington CBD. It didn't take long for our furry friend to get picked up by Social Media channels, and eventually national media - with NZ journalist legend John Campbell loving it!
MY ROLEStage a break-in
For this project I was across the creative development of the Squirrel campaign. I hunted down a Squirrel suit within 2 days of video production, developed a social media content schedule, and headed out daily with the Squirrel, coordinating the team to film UGC content.
Following the Viral UGC strategy we kickstarted, I shot and edited the the main announcement video - A Squirrel Break-in video in the style of Security Camera footage and an interview with Roman, Fix and Foggs’ CEO.
I set up several iPhones as Security Cameras in Leeds Street around and inside the Fix and Fogg shop. In Post-Production I graded and added VHS effects and Security Camera type treatment to give it an authentic found-footage feel.
THE OUTCOME330,400 Viewers
on Breakfast TV News
228,453
New Zealanders
reached through Social Media
The end result was a very successful campaign largely built by the audience for the audience. We were successful in keeping the origin of the Squirrel a mystery so much so that he appeared on Breakfast with John Campbell demanding answers from the Squirrel.