The Energizer Bunny is ready for his Snapchat close-up just as Energizer Holdings Inc. and creative agency Camp + King launch two new: 15 holiday-themed ads from the “Bigger, Better, Bunnier” campaign, which debuted in September.
The first spot, “Naughty/Nice,” which broke across broadcast, cable and online channels, shows the fluffy pink character with his now familiar sunglasses and flip-flops—items introduced in the September spots. In the new video, the Energizer Bunny snatches off his sunglasses, revealing another pair underneath as the word, “naughty” flashes on screen. Next, he marches and pounds his drum using candy canes for drumsticks. “Nice” flashes on screen, followed by “nonstop” as he glances winningly over his shoulder. The Bunny signs off by peeking into frame sideways with a cheeky, knowing look on his face as the tagline appears, “Still Going!”.
In the spot “In-Laws,” we see the Energizer Bunny dressed for the season in a holiday sweater as “Lasts longer than” fades in. Then his body sags slightly as a doorbell rings and the rest of the line appears: “a visit from the in-laws.” But undaunted, the Bunny picks up his step and mood while marching to answer the front door.
In September, Camp + King worked with production house The Mill to give the Bunny a makeover that struck a balance between a realistic and stylized look. The VFX & Design team gave the Energizer Bunny plush CG fur and lit the character model to add a layer of realism in the CG environment. Updated animation also gives the Bunny a greater range of movement and personality.
In modernizing the Energizer Bunny for the September launch, Camp + King and The Mill revised the character’s design to match the progression of the brand. They dialed up the animation but retained elements of his original form as a battery-powered toy and, most importantly, brought more of the Bunny’s personality to life than ever before.
CREATIVE CREDITS:
Advertising Agency: Camp + King, San Francisco, CA
Partner & Chief Creative Officer: Roger Camp
Partner & Chief Executive Officer: Jamie King
Creative Directors: Rikesh Lal, Jesse Dillow
Art Director: Cameron Twombly
Copywriter: Lara Kesler
Director of Content Production: Stacy McClain
Senior Producer: Nicole Van Dawark
Brand Director: Melissa Stavish
Brand Supervisor: Roxanne Cobbs
Brand Manager: Ashlie Tubb
Strategy: Carlisle Hensley
Production: Mill+
Director: Robert Sethi
Editing Company: The Mill
Editor: Hugo Vaughan-Hughes
VFX & Design: The Mill
Executive Producer: Pete King
Senior Producer: Anastasia Von Rahl
Producer: Antonio Hardy
Production Coordinator: Daniel Beldy
Creative Director: Robert Sethi
2D Lead Artist: Ben Smith
3D Lead Artist: Chris Bayol, Jason Monroe
Animation Lead: Jacob Bergman
Animators: Jeffrey Lee, Mike Di Nocco, Bridget Warrington
Previz Lead: Matt Neapolitan
3D Artists: Victor Duncan, Krystal Sae Eua, Kris Kelly, Sophie Pince, Annie Zhao
Rigging: Fabian Elmers
Fur: Tamara Garabedian
FX: Berk Hakguder
Concept Artist: Lisha Tan, Sylvain Deboissey, Jamie O’Hara
Designers: Helen Hsu, Patrick Kipper
Storyboard Artists: Vince Wei, Tristyn Pease
Title Design & Animation: MK12
Music & Sound Design: The Elements
Audio Mix: Mark Meyuhas, Lime Studios
Business Affairs: Tricia Krasneski