A small creative team, myself included, were briefed to create a concept for PowerCup. The goal was to drive sales in retail stores as well as appeal to a younger audience - from child to teen.
The first part of the process prior to this brief was to rethink the overall creative look and feel of PowerCup and how the visuals will be executed.
Concept Phase
Kids are known for having big imaginations and therefore they see the world differently. Power Cup should express that feeling of fun in a kids day to day.
In this concept we show how Power gives kids the little boost and flavor to get through the day while inspiring their imaginations. We will show kids bringing the energy of power cup with them wherever they go as a bright imaginative world forms around them.
Example:
A kid walks into a spaza shop and grabs his favourite flavor of Power Cup out the fridge, as he does this everything around him starts changing and everything he touches becomes a fun, colourful and surreal world representing the imagination of a child.
This will help us re-explore and justify the idea of “Taste Fun” to make it more believable for our audience
In this concept we show how Power gives kids the little boost and flavor to get through the day while inspiring their imaginations. We will show kids bringing the energy of power cup with them wherever they go as a bright imaginative world forms around them.
Example:
A kid walks into a spaza shop and grabs his favourite flavor of Power Cup out the fridge, as he does this everything around him starts changing and everything he touches becomes a fun, colourful and surreal world representing the imagination of a child.
This will help us re-explore and justify the idea of “Taste Fun” to make it more believable for our audience
The Campaign Idea
A campaign and competition that brings the fun of video games to the real world.
A campaign and competition that brings the fun of video games to the real world.
Using visuals inspired from famous video game genres in an illustrated, 16-bit style, we bring the world of imagination into the realm of the digital worlds created for fun.
Video Games were created for the sole purpose of bringing fun into people’s homes, and since their inception have turned into a multi-billion dollar industry.
Power Cup let’s people taste fun, now it’s time for us to take that fun to the next level.
Level Up your Fun with Power Cup
Key Visual Direction & Rational
A kid in an vibrant street that feels slightly surreal but still has the the look
of a typical urban street in South Africa.
The kid will be excited, holding a power cup in one hand and a game
The kid will be excited, holding a power cup in one hand and a game
controller/console in the other.
Around him we can see illustrated pixel-like video game elements that give us the illusion that the video games are coming to life - this takes inspiration from our ‘World of Imagination’ concept.
Around him we can see illustrated pixel-like video game elements that give us the illusion that the video games are coming to life - this takes inspiration from our ‘World of Imagination’ concept.
