MARRYING THE FEEL
OF A CHILDHOOD
GAME WITH
A GROWN-UP SPIRIT

  • interactive

  • social media

CLIENT: CEDC
BRAND: Soplica
CAMPAIGN: Finding Tony
  • interactive

  • social media

IDEA:

As Brad Pitt and Angelina Jolie were about to tie the knot, resulting in the rumor mill and the show business world becoming even hotter, we were getting ready to make some waves of our own. Our much talked-about relationship with the Soplica brand led to the development of a contest app for Facebook. Just when it seemed that all had already been said and done in the app world, we proved we wouldn’t settle for anything less than ground-breaking. We called our app "Ślub Brata Pita i Andżeliny od Joli", a name that in Polish clearly referenced Brangelina wedding, while it was also saying that ‘Pete’s brother is marrying that friend of Jolene’s’. The winners were to take home a whole wedding’s worth of vodka. Our task force of illustrators was on their last feet and pencils (there was even talk of "Four Funerals and a Wedding") as they completed a set of pictures in which a newly created the brand character, Antek (‘Tony’) Soplica, was hidden. Just like in the beloved “Where’s Wally?” (or Waldo, if you’re in the US) book series!

As Brad Pitt and Angelina Jolie were about to tie the knot, resulting in the rumor mill and the show business world becoming even hotter, we were getting ready to make some waves of our own. Our much talked-about relationship with the Soplica brand led to the development of a contest app for Facebook. Just when it seemed that all had already been said and done in the app world, we proved we wouldn’t settle for anything less than ground-breaking. We called our app "Ślub Brata Pita i Andżeliny od Joli", a name that in Polish clearly referenced Brangelina wedding, while it was also saying that ‘Pete’s brother is marrying that friend of Jolene’s’. The winners were to take home a whole wedding’s worth of vodka. Our task force of illustrators was on their last feet and pencils (there was even talk of "Four Funerals and a Wedding") as they completed a set of pictures in which a newly created the brand character, Antek (‘Tony’) Soplica, was hidden. Just like in the beloved “Where’s Wally?” (or Waldo, if you’re in the US) book series!

We are gathered here today to look for our brand character – Antek ‘Tony’ Soplica.

A specially designed website, styled according to a proper wedding aesthetic, provided a step-by-step overview of how to play, complete with a picture of said Tony who supposedly went AWOL.

We prepared 10 pictures showing key moments of the wedding,

seemingly with no Tony in sight. In fact, he was a constant presence, oblivious to the search: having arrived at church on time, mingling among the guests, and giving the married couple a proper send off as they left for their honeymoon. So many Tonies, not even Broadway would be broad enough to contain them all. And should we have included some sort of eye fatigue disclaimer?

This is one of the actual pictures used in the game.

Where is Wally? That is... Tony (or is it Antek?). Can you spot that snappy dresser?

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