Becky & Joe direct psychedelic animated campaign for Trolli
Confectionary brand Trolli, in partnership with Wieden+Kennedy Portland, have enlisted the help of Blinkink directorial duo Becky & Joe, the team behind the online sensation Don’t Hug Me I’m Scared (which recently premiered its much-anticipated television pilot at this year’s Sundance Festival) to head up their latest creative campaign It’s Trolli.
Cupboard, the first video in the series, depicts a troll being lured into “a Narnia of deliciously chewy Trolli worms”.
The inspiration behind Cupboard was partially to give a nod to Trolli’s heritage, with a tie-in to the brand’s namesake—the troll—which fits perfectly within this darker direction.
We have a team of people with very dark senses of humor, so when the Trolli opportunity came up, we were like, a black candy bag filled with worms? Named after trolls? Sign us up. We feel like we’ve found our candy soulmates.
-Darcie Burrell and Azsa West, Wieden+Kennedy creative directors
This new marketing campaign delivers on an ownable insight for our brand: Trolli’s dash of ‘delicious darkness’ – through our brand history, black packaging and product origins – is what truly sets the brand apart in what has now become a sea of weird. The campaign marks Trolli’s largest media investment to date and we are thrilled to partner with Wieden+Kennedy and Blinkink as brilliant thought partners who have brought Trolli to life in the form of a psychedelic, playful, and uniquely identifiable world.
-Annie Meyer, Marketing Director at Ferrara Candy Company
As well as the second spot Trolli Bag (above) a number of additional, bespoke films created for social media platforms have also been created and co-directed by Sam Gainsborough, director of the successful NFTS short film Facing It.
It’s Trolli will appear across TV, online and Trolli social channels, with upcoming additional content to be released in the coming weeks.
For more on the work of Blinkink visit blinkink.co.uk