BEST OF AMIN AWARD-WINNER: BRUNO MELON “LA FABULA DEL MELON” CAMPAIGN BY KIDS AGENCY
Bruno is a traditional melon company in Spain. In 2020, they decided to evolve the brand’s communication with an emotional message.
Connect the unique feature of the product with the people: the wrinkles. Wrinkles are a feature that defines a Santa Claus melon. Their shape and depth are a sign of maturity, experience and sweetness. The same is true for people. Kids took that insight to make a different approach to the product that could generate empathy in their target.
Also, according to the WHO, age is the third cause of discrimination, together with racism and sexism. So the agency created an initiative against ageism: Let’s look underneath the wrinkles. A digital campaign with a video, a microsite and a series of contents and interviews in collaboration with a collective of senior actresses named”de50paraarriba.com“(“fifty and older”). They promote a video called “the fable of the melon”, an allegory that invited people to think about the social model of the cult of youth.
The campaign has more than 1,000.000 views. The visits to the website increased 300% and we got more than 1000 subscribers to the newsletter. Bruno became one of the top of mind melon brands in Spain.