— PROJECT NAME
Wall's Song of Happiness
— ROLE
Art Direction
Graphic Design
Conceptualization
— DATE
20/01/2023
In my role as an art director, I’ve had the incredible opportunity to collaborate with the talented team at MSA, and under the creative director’s supervision to bring this campaign to life. We’ve carefully crafted visuals that capture the essence of joy and excitement, using bold colors, playful illustrations, and captivating imagery.
With the campaign line "Everyday Happiness is just a Wall’s Away," we invite you to embark on a delightful journey where ordinary moments become joy. Through our creative vision, we aim to inspire people to embrace the simple pleasures in life and treat themselves to moments of pure bliss, all with the presence of Wall’s irresistible ice cream.
Challenge
Ice cream is not something that occupies everyone's thoughts regularly or is consumed on a daily basis. People only indulge in ice cream when they desire a special and indulgent snack. This indicates that people still perceive ice cream as a type of snack that is reserved for special occasions.
Solution
By encouraging people to incorporate ice cream into their post-meal routine as a dessert or daily snack, there exists a significant potential to boost consumption. Given the relatively quiet state of the Cambodian market, Wall's wants to seize this opportunity to launch an attention-grabbing WOW campaign that captures the interest of our target audience and generates widespread buzz.
Strategic Direction
Anyone can find happiness, but they won’t find it everyday and not everyone can always find happiness. In this case, Wall’s will jump in and turns everyday happiness into something everyone can choose to have and easily access to within a reach of hand as well as allowing people to feel that they don’t need a special day to treat themselves well anymore.
Ideation
Music has the power to uplift
our feelings in any situation
Whether it’s local or international, Cambodians
are passionate about music. Their daily consumption
of music rises every year together with the increase
of digital music based platforms.
Recognizing the passionate music culture and the increasing consumption of music among Cambodians, our creative director and the team has crafted a campaign that celebrates the idea that happiness is always within reach.
"Everyday Happiness is just a Wall's Away."
The Song of Happiness
As the art director for the music video "Wall's Song of Happiness" under the campaign "Everyday Happiness is Just a Wall's Away" for Wall's Cambodia, I was responsible for bringing the artistic vision to life. I worked closely with creative director, I carefully created a captivating story for the music video, inspired by the campaign's theme of finding joy in everyday moments. I also worked with the artist and music producer throughout the song recording process to ensure the song elements aligned with the desired mood and message. Collaborating closely with the director and production team, I provided insights and guidance on the selection of locations, props, costumes, and visual effects. During the music video shooting, I supervised and guided the team to create captivating scenes that captured the essence of happiness. Additionally, I oversaw the editing phase to ensure a seamless integration of visuals and music, aiming to create a cohesive and impactful video that conveyed the uplifting message of the campaign.
MV Reaction
Post-Launch Campaign
By leveraging hashtags like #SongofHappiness, #ញញឹមជានិច្ច, #EverydayHappinessIsJustAWallsAway, and #WallsCambodia, We also teamed up with content creators to amplify our music video and create a buzz among our target audience. Through their creative content via MV reaction, they effectively conveyed the joy and positivity that our music video embodies.This influencer campaign sparked widespread engagement and helped us spread the message of finding happiness in everyday moments through our music video.
The Recap
Wall’s also sought to capture the achievements and impact of their highly successful campaign, “Everyday Happiness is Just a Way’s Away.” As part of this campaign, Wall’s utilized a mobile ice cream push cart as an on-ground activation strategy, bringing their delightful treats directly to people throughout the year. In this project, I had the opportunity to take on a leadership role, providing art direction to ensure a cohesive and visually captivating experience. Collaborating with the motion graphic team, I created and provided compelling visuals that effectively conveyed the essence of the campaign. By combining strategic planning, artistic direction, and creative execution, we were able to bring the campaign to life and further amplify the message of finding happiness in everyday moments with Wall’s ice cream.
By combining strategic planning, artistic direction, and creative execution, we were able to bring the campaign to life and further amplify the message of finding happiness in everyday moments with Wall’s ice cream.