Key visual composition: I used the Original Glazed Doughnut as a frame that highlights the happiness that eating it brings you.
CHALLENGE:
The challenge was to communicate the value of the flagship product, the Original Glazed Doughnut, and connect to the Gen Z market.
OPPORTUNITY:
Filipino Gen Z individuals consistently experienced stress and anxiety. This was a result of navigating a post-pandemic world, managing burnout, and coping with the overwhelming influx of negativity from social media.
IDEA:
"Spot Happy"
We made the Original Glazed Doughnut, a comfort food, be the viewfinder to “Spot Happy”
The campaign focused on transforming daily challenges, like commutes, online negativity, and work stress, into opportunities for happiness.
EXECUTION:
We started with a film that captures the whole idea, one of the key things about making this is to get the director and the team that can capture the GenZ feel and aesthetic naturally. We selected a director and team renowned for their work on Filipino Gen Z music videos, ensuring the style and feel resonated with our target audience. From there, we extended the campaign's reach into in-store promotions and social media platforms to fully engage with consumers across multiple touchpoints.
RESULTS:
The campaign successfully resonated with the target audience, empowering them to find joy in everyday life. Krispy Kreme's Original Glazed Doughnuts became a symbol of positivity and happiness amidst the challenges faced by Gen Z.
