Advertised brand: Supremo
Project: "The Hungry Hungry Hamsters" online serial
Advert title(s): Hungry Hungry Hamsters
Headline and copy text (in English):
Media: Social Media (Internet)
Advertising Agency: Leavingstone, Tbilisi, Georgia
Agency website: https://www.leavingstone.com
Creative Director: Levan Lepsveridze
Art Director/Designer: Sophia Antidze
Copywriter/Director: Beka Adamashvili
Additional credits:
Director: Lasha Tskvitinidze (Ep 1-2)
Producer/Directors Assistant: Meli Baghdavadze
Executive Producer: Giorgi Toklikishvili
Creative Team: Beka Adamashvili, Giorgi Toklikishvili, Sophia Antidze, Meli Baghdavadze
Strategic planner: Salome Zhvania.
Graphic Designers: Keta Zhorzholiani
Art Department: Fourk Group
Artists: Beka Sadaghashvili, Tamar Chavchanidze, Levan Kvaratskhelia, Nino Injia, Teimuraz Kartvelishvili,
Decorators: Giorgi Mamisashvili, Levan Kikilashvili, Stanislav Pestov, Mariam Kakhiashvili
Director of sound and music: Gvaji – Giorgi Gvarjaladze
Narrator: Joseph Khvedelidze
Narrator: Tato rusia
Translated by : Tatia Darsadze
Visual Effects: Studio Qubitz
VFX: Irakli Gharibashvili, Irakli Omnadze
DOP: Tato Kotetishvili
Gaffer: Rati gomarteli
Lighting: Rati Gomarteli, Datuna Gomarteli
Cameraman Assistant: Sandro Potchkhua
Video Editing: Levan Butkhuzi (Bubu)
Color Grading: Niko Tarielashvili, Vigen Vartanov – Biba (Ep2)
Making of: Pitha – Irakli Solomonishvili, Toka Shengelia, Saba Shengelia
Casting: Eka Mjavanadze
Account Director: Natia Gogia
Social media managers: Nino Modebadze, Tamuna Budahgashvili
Illustrators: Sopho Kirtadze, Varlam Jmukhadze, Ekaterine Tabliashvili, Ruslan Beridze, Sophio Gogishvili, Irakli Toidze, Mari Kakhurishvili
Retouch: Abesalom Kavelashvili
Storyboard: Irakli Toidze
Published: 07.11.16
Synopsis:
The Situation
Supremo - one of the largest producer of canned goods and food products in the country is struggling to reach its target audience, as young housewives simply don’t care for traditional advertising.
Our research shows, they are mostly attracted to soap operas and scrolling cute things on social media.
Brand needed to group all of its products: pasta, rice, beans, sweet corn, buckwheat, mushrooms, olives, sugar, flour and etc. - under one slogan - “It’s delicious for whole family”.
The Solution
Soap operas + cute videos = the Hungry Hungry Hamsters!
We launched online show series about the lovely family obsessed with food:
The Father - who loves politics and eating.
The Mother - who’s working at a food store and tastes everything around.
The Son - who’s struggling with insomnia and eats day and night.
The Daughter - who’s constantly working out and eats to stay fit.
For this, we created an entire miniature town that consisted of 1350 tiny details and made sure whatever happened in real life, happened in the show as well. With one short episode per week posted on Supremo’s Facebook page, we quickly built up a hardcore fan-base.
Storyline and cliffhangers of each episode left viewers intrigued and encouraged them to engage with specially crafted Facebook content.
Results:
86% of Target Audience reached
2 657 671 Total Video Views
141% Increased Sales
Besides, Facebook videos Hungry Hungry Hamsters made it to the mainstream TV and press; They even popped up on Tinder and celebrities’ Instagram feeds; And promoted their tiny apartment for tourists on Airbnb.