Krispy Kreme, in partnership with Digital Arts Network and Eleven, is taking its customers on a virtual reality journey to launch the iconic doughnut brand’s new range, inspired by the flavours of the cinema.
Following the success of their award winning website and American Classics campaign, Krispy Kreme is advancing further into the digital space with another innovative digital play, widening their platforms for customer interaction and connection.
Doughnut pirates, black holes and a Sarcastic Algorithmic (SAL) computer all feature in ‘Journey to Glazetopia’, Krispy Kreme’s epic sci-fi inspired Virtual Reality 360 film, which celebrates the launch of the limited edition doughnuts.
Co-directed by multi-award winning animation director and composer Evan Viera, who has previously collaborated with Coldplay, and Alan Dickson Founder and Director of Yukfoo Animation, the action-packed film features surround sound and 360 vision of Krispy Kreme doughnuts as many have never seen before.
With the sci-fi genre dominating the box office, it was the perfect theme to hero the doughnuts as the stars of the film and allow customers to immerse themselves in a Krispy Kreme galaxy far far away. Guided by SAL, customers can explore the galactic universe of Glazetopia aboard the Starship Original Glazed – O.G.1. Only in Krispy Kreme’s Gooey Galaxy will you be attacked by retro pink doughnut pirates, gaze upon marshmallow moons and fly through a caramel popcorn asteroid belt.
Customers will be able to experience ‘Journey to Glazetopia’ in full effect with Krispy Kreme giving away a limited edition VR Google cardboard headset when purchasing the new range of doughnuts.
Russ Tucker, creative director of Digital Arts Network and Eleven says: “Krispy Kreme’s latest doughnut range taps into the flavours of the cinema and we felt that a blockbuster hit for the tastebuds needed a blockbuster movie to go with it”.
“Together with Krispy Kreme, we wanted to bring to lifethe movie experience that inspired the range so we’ve partnered with Yukfoo and Google Cardboard to create a 360 VR sci-fi adventure, ‘Journey to Glazetopia’”.
The four new doughnuts – Choccy Orange, Cola Fizz, Caramel Popcorn and Choc Top – are inspired by the nostalgia of the cinema candy bar experience. The doughnuts will be available online and in Krispy Kreme stores from 7 March, 2017.
Commenting on the launch, Andrew McGuigan, CEO of Krispy Kreme Australia, says: “We believe we already have the world’s best doughnut. With a campaign like this we have a reason to be relevant in the hearts and minds of our fans beyond what is simply in the box”.
Advertising Agency: Digital Arts Network + TBWA
General Manager of DAN: Liz Harper
Digital ECD: Russ Tucker
Producer: Annabel Jewers
Creative team: David Arns and Stephen Hansen
Account Director: Lauren Britton
Digital Producer: Kris Magadia
Designer: Raz Djamaluddin
Data Planner: Kathryn Claughton
PR Agency: Eleven
Managing Director: Roberto Pace
Group Account Director: Fiona Milliken
Account Director: Jade Glashoff
Senior Account Executive: Brenda Chan
Production Company: Yukfoo
Directors: Alan Dickson and Evan Viera
Producer: Amy Neave
Sound: Sonar Music
Producer: Sophie Haydon
Sound Engineer: Timothy Bridge
Media Agency: Sandbox Media
General Manager: Paul Brennan
Head of Digital: Laura Hamod Barnes
Krispy Kreme Australia
Marketing Manager: Russell Schulman
Digital Brand Manager: Jack Minchin
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]