We creatend an animation campaign for Fisherman’s Friend, featuring their new slogan: “FF Doorbijten!” The focus was on ambitious young adults aged 18 to 35. The message: “Fisherman’s Friend gives you a mental boost.”
We developed a cinematic animation style, incorporating many brand assets. The stories were tailored to the target audience and the campaign message. We chose scenarios such as a student taking an exam, a junior proving themselves at work, and a young person about to jump off a cliff on vacation. The Fisherman, who historically offered comfort, was reimagined as a motivator/mental coach. Visually, we showed him appearing in the protagonist’s thoughts when using the product. The result: six fresh, striking commercials.
For the online rollout of the animation campaign for Fisherman’s Friend on YouTube, Instagram, Facebook, and TikTok, we collaborated with online marketing agency Yonego. The first campaign run was a huge success. The targets were far exceeded, achieving a total reach of 39 million impressions and a unique reach of 13 million users. The high view-through rate was also notable. Additionally, there was significant engagement. The TikTok campaign even went viral, with over 70,000 likes and hundreds of comments and shares.
After the summer animation campaign, we further developed the concept. The slogan was no longer limited to “FF Doorbijten” but made flexible so it could adapt to the content of each video, such as “FF Frisse Adem” and “FF De Keel Smeren”.
We produced two winter commercials, including a Christmas-themed version. One of the commercials featured a sports fan. We delivered multiple versions of this ad, each showing the fan wearing a different team shirt, allowing us to broadcast the version specific to each region.
We maakten 2 wintercommercials waarvan we ook een versie in kerstsfeer maakten. Eén van de commercials gaat over een sportsupporter. We leverden hier verschillende versies van op, waarin de supporter steeds een ander shirt aan had. Zo kon per regio gekeken worden welke versie uitgezonden werd.
This animation campaign was rolled out on an even larger scale than the summer campaign. The commercials were frequently aired on primetime television and during major sporting events. In addition, advertising was also placed on Reddit, an online platform that is relatively unknown in the Netherlands but is steadily growing in popularity.
The animation campaign for Fisherman’s Friend was the first paid Dutch advertisement on TikTok. For the first time in the brand’s history, the Fisherman was animated.
