Unilever had successfully promoted their ice cream to Asian kids through the Max Adventures TV series. How could we launch the adventures of Max in Europe and make a positive impact on the kids?
The Max TV series would kick-off with a kung-fu adventure. While boys like to play-fight, girls prefer to dance. So why not get the kids to learn the moves with a song and dance? We proposed the Max the Lion Dance.
We created a high-energy song and put it on YouTube with a playful, carb-burning dance routine. The music video was a hit! The kids loved it, selected markets made dance-off competitions and aired it on television.
We researched and rehearsed the dance choreography with some really good dancers we had befriended while clubbing.
The website featured the dance routine and turned into an online game in which the kids could win a printable PDF of the levels they successfully completed. These PDFs could then be cut out and made into a diorama – to play with mum and dad, or between themselves. Smaller versions of the video-games were placed on children’s gaming sites.
Art Direction: Marco Antonio Morales Pickering
Music: Massive Music
Video: Smokin’ Barrel
Website: Euro RSCG 4D London