Lunchables
Here is an exercise where I found an ad, studied it to find the strategic direction, and then made my own, original ad to fulfill that strategy more concisely.
Original
Spec
The original ad depicts a young girl, sitting in what appears to be a school lunch room, with a box of lunchables on the table. The copy, “Every box is bursting with fun” is visually depicted with a variety of crazy, colourful images, as well as the lunch itself, bursting out of the box.
The animals are absurdist in nature and give a sense of ‘zaniness’ and imagination to the product. The stars and fireworks add magic, whimsy, and excitement. The musical imagery gives a sense of sound to the entire scene. It gives an extra, imaginary auditory layer to this box “bursting with fun”. Lastly, it’s important that the child is very much enjoying the scene taking place in front of her.
Overall, the message is that these lunches are fun for kids to eat. It’s not just an easy lunch to send to school with your kids, but they will also enjoy eating them. There is potentially a larger purpose for this message. It is possible that the ad is also meant to reaffirm with parents that it is alright if they send a store-bought, pre-packed lunch to school with their child.
The issue with the ad is that it’s overwhelming. There’s a lot going on in that burst of colour. The other issue is that the viewer’s eye is drawn away from the product. The lunchables box has a modest colour scheme, and is drowned out by everything else that’s going on.
My ad here was all about capturing real creativity, rather than manufactured 'zaniness' splattered all over the page. It's meant to show something that a real kid might do while eating the product since it comes with a bunch of different food items. I think it gets across that happiness a parent feels when they know their child is enjoying the lunch they sent to school, while celebrating creativity.
I played with a lot of lines for this including, "A Lunchbox Worth Exploring," Reimagining Lunchtime," and "A Lunch to Fantasize About". Below is another ad in the same vein, where the child has built a castle out of the Lunchables box.
