Quiet Storm has created the first out-of-home campaign for HARIBO Starmix, turning the sweet’s familiar shapes into butterflies, rockets and dinosaurs.
The campaign takes HARIBO’s long-running celebration of childlike happiness into an image-led format, inspired by the childhood instinct to find characters and stories in everyday objects.
Starmix pieces have been used to create a butterfly bursting into flight, a blazing rocket and a roaring dinosaur, with each execution signed off by the adult who imagined it.
READ MORE: Manchester fintech Ryft lands £20m for European and US expansion
The work also extends into 3D out-of-home, taking the creations beyond traditional posters and bringing them to life in the physical environment.
It is the latest campaign from Quiet Storm for the confectionery giant, which has its UK HQ in Yorkshire, building on the agency’s long-standing creative partnership with HARIBO.
The launch comes as brands adjust their advertising strategies following the introduction of restrictions covering products high in fat, salt and sugar. The campaign shows how HARIBO’s established creative platform can be adapted for the channels still available to it.
Massimo Fiori, Managing Director at Quiet Storm, said: “Starmix has always been a brilliant invitation to play. Its familiar shapes give you somewhere to start, then your imagination does the rest. This campaign captures that simple moment when a sweet becomes something entirely unexpected.”
Philip Murphy, Chief Marketing Officer at HARIBO UK and Ireland, added: “Starmix was first created over 30 years ago. Since then, it has sparked playful imagination for millions of fans across the UK to become one of the nation’s favourite sweets. Our new creative shows limitless possibilities when you let your imagination run free with the iconic pieces of Starmix. We hope it reminds everyone of that feeling of childlike joy – no matter your age!”
The creative team was led by Quiet Storm founder and executive creative director Trevor Robinson, alongside creative director Seb Jamous. Shona Reilly and Lily Le Moine worked as creatives, with Curtis Reeves as designer.
Mindshare handled media planning and buying, while Cookie Studio delivered post-production. The campaign is running across the UK and Republic of Ireland.
