Danone Nutricia has launched a campaign for Karicare Toddler, with an animated creative that celebrates the brand’s heritage.
Developed by specialist video agency Emotive, the narrative is delivered through a quintessential entertainment lens – the classic storybook. Using a mix of live action and highly detailed 3D animation, Emotive created a pop-up book world that references classic miniature models and represents the vivid imagination of a toddler as she bonds with her father over a bedtime story.
Edith Bailey, consumer products & services director, Danone Nutricia ANZ said: “Karicare has a rich local history that drives trust and reassurance amongst our parents. The Story of Karicare Toddler campaign brings to life our heritage and New Zealand provenance in a visually distinctive style. By communicating Nutricia’s 100 years of expertise in caring for little tummies, parents will feel confident in their decision when purchasing Karicare Toddler.”
Andrew Cameron, Emotive creative director, said “The objective of this campaign is to build trust with parents by leveraging Nutricia’s extensive nutritional expertise and influence on the evolution of Karicare Toddler from its New Zealand origins. The narrative uses a very relatable scenario of a storytime with a toddler, but then heightens the wonder and warmth by imagining just what goes through the mind of a child as you’re reading that story to them before bed.”
The campaign is rolling out nationally across TV, Digital and OOH. In addition to the hero piece, there are two 15” cut-downs.
Client: Danone Nutricia, Karicare Toddler
Edith Bailey – Consumer Products & Services Director, Danone Nutricia ANZ
Robert Hill – Brand Manager, Karicare ANZ
Peter Napper – Acting Marketing Manager, Karicare ANZ
Nicole Chen – Assistant Brand Manager, Karicare ANZ