Hippeas cinematic tour

The brief was - to create an advergame for Hippeas that operates in a physical space. The brand’s target market is typically not very engaged with video gaming culture or mobile phone gaming, and is more likely to enjoy a physically present off-screen game like board games, card games, and outdoor activities which is the route we chose to take.

Hippeas’ big problem? People know the product but not the brand. Social media pages typically get very low engagement. Main Insight? Peas, love and giving back. Hippeas tagline; the brand cares about people, communities and culture. Solution?...

The Big Idea: an outdoor van cinema tour of the UK. Tickets are sold relatively cheap, eg. £2, and the profits will be donated to a Ukrainian charity the brand collabs with. Hippeas will be given out for free at the event as film snacks. Some Ukrainian films will be screened as well as mainstream classics, and at every event, a premiere of a small, locally made, independent film - where we will also collaborate with the filmmakers for greater community engagement and exposure. Supporting local talent like this will better the audience’s awareness of talent local to Ukraine and connect the two in their minds, which will encourage people to think in more personally emotive terms about the destruction of arts and culture in Ukraine due to the war and feel more invested in it and the charity’s work.

This idea functions as participatory play.

Play, Challenge and Reward aspects of the idea:

PLAY - the enjoyment of a recreational activity, which is watching a film in an outdoor location with your loved ones, amid other people also doing the same. CHALLENGE - people don’t understand the depth of the Hippeas brand past their products.

REWARD - free Hippeas snacks and a fun day out