Elastoplast Viral by TBWA

TBWA have released a viral campaign for Elastoplast, I'm not sure it has been done as well as it could have been.

The client asked for TBWA to create an ad which re branded the product as a badge of an exciting life, rather than a painful story. The result was a giraffe escaping from a zoo with the story produced using Elastoplast and ink pen.

After watching the video I think it takes far too long to get to the point and the content is not engaging. I honestly hope this isn't the only activity driving traffic to the site.

Moving on to the microsite it's hugely dull and uninspiring, and it doesn't really appeal to either adult or child. the following quote was taken from Jo Blundell, managing director of network business at TBWA\London

"Kids love the excitement of creating their own stories and the emotive insight behind every bump your little one gets is that there's a exciting beginning, not painful end.

It sounds very good saying it but this isn't and execution that reflects this statement and it wouldn't get my kids logging on. I'm assuming that this was a brand building exercise and in my opinion they have fallen very short of their audience, it's very corporate and just executed very badly.

So in short this is what I would address:

• Long copy - kids don't read long copy and the tone is not very friendly
• Look and feel - It has a very corporate frame work and style, it reminds me of being in school, it certainly looks as dull as school
• Competition - this feels very bolted on with not much thought, it certainly doesn't feel like it's appealing to children

I am disappointed in this piece only because I had always thought that working in a bigger agency meant you had the resource to create amazing work. This isn't to say the idea was bad it's just not followed through as well as I think it should have.

The campaign can be seen here.