Turning Young Minds into Sponges.

When Connecticut's Maritime Aquarium asked Brandloft to create a campaign for their new SpongeBob SquarePants 4-D ride and accompanying exhibit, it became apparent that the best way to reach its target would be children's Cable TV. The problem: how to make a TV commercial on a "local" budget stand up and flourish against much larger budget spots from national advertisers?

The answer became obvious: Mimic the technique used at the opening of the SpongeBob SquarePants TV show, where only the lips moved on still images – a retro campy look and feel, reminiscent of the early days of animated TV.

Brandloft developed two spots: "Turn Your Mind into a Sponge" and "No Brains" revolving around two young children, Ryan and Brooke. The kid characters were created with live photography manipulated via Photoshop and AfterEffects. The amusing backgrounds were drawn by Brandloft Creative Director Victor DeCastro. Through a tedious editorial process of merging the actors' real lips with the photography and background design, we turned young minds into sponges and a tight production budget into a little bit of magic.

Brandloft integrated print ads, Out of Home billboards and radio spots to round out the campaign.

 

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