Fun video captures unscripted, candid reactions to a box, or more, of Krispy Kreme doughnuts. The campaign, hashtagged #KrispyKremeEffect and subtitled “The Effect is Real,” is by advertising agency Baldwin&, Raleigh.
Two cameras were hidden inside Krispy Kreme boxes and over the course of a week, those boxes were carried on elevators, taken to a yoga class, a kids’ ballet studio, a football tailgate party, various corporate offices, carried on a train, and just walked down the street on a hand truck. Reactions range from widened eyes, to a quiet smile, to arched (envious?) eyebrows, to one kid’s triumphant “yesss!,” which is the video’s only dialogue. The video includes no offers or promotions, nor does it feature any special or seasonal doughnuts; mostly just the Krispy Kreme box.
Krispy Kreme, Winston-Salem, N.C. (NYSE: KKD), enjoys exceptional loyalty from its fans... as the video is intended to affirm. The content, as well as 8 shareable GIFs excerpted from it, are meant to be fun, and for that reason the digital buy, by Baldwin&, via Visible Measures, Clearstream, Nativo and Outbrain, is almost exclusively (88%) “opt-in,” i.e. “skippable” pre-roll. The target is adults 18 – 44, past QSR purchasers, and location based mobile and desktop, within 10 miles of a Krispy Kreme store. Additional paid social advertising runs on YouTube, Twitter and Facebook, in a buy via Krispy Kreme.
CREATIVE CREDITS:
Ad Agency: Baldwin&, Raleigh, N.C.
Client Creative Leaders: Jackie Woodward, Alison Holder, Martin Davidson, Stephanie Nelson, Kelley O’Brien
ECDs: David Baldwin, Bob Ranew
CD/AD/Dir.: Dino Valentini
CD/CW: Lisa Shimotakahara
Editor: Lisa Olshanski
Agency Producer: Liz Stovall
Dir. Account Management: Jerry Bodrie
Account Director: Grace Tarrant
Media Director: David Dykes
Digital Media Strategist: Holly Sigler
Production Co/Post.: &Also, Raleigh
D.P.: Harvey Robinson
Sound: Acoustech, Atlanta
Engineer: Gopal Swamy
Production Coordinator: Olivia Griego Martin
Music (needledrop): Tumbleweed Wanderers