01. Creative concept
NAME OF IDEA. EG. The digital kid
Imagine the main character of a video-game who also happens to be a kid. We might see him collecting shiny stars or fighting against colorful dragons.
But the truth is that this character hides a secret.
He would love to be a kid for real, to play for real like one of those who control him with a joystick from the other side of the screen.
02. Nesquik brand script
One day, when the game is paused, he will finally dare to step out of the screen. The kid that used to command him, has abandoned a glass of NESQUIK® on a side table.
This will be the trigger of everything. After having a sip, he will be brimming with desire to play in the real world. From now on, his journey will be his magical transformation from a digital kid, to a real one.
He will head out of the living room into the backyard to explore the real world.
Of course, sometimes he will be scared of the unknown… but who hasn’t felt that? In the end the reward will be worth the risk.
He will try unsuccessfully to pedal a real bike a few times until he finally manages a wobbly ride. He will run for the first time, running away from a dog and feeling the wind on his face. He will feel the tickle of water sprinklers on his legs.
Can you imagine feeling this for first time?
As he goes, he will lose digital pixels and become more and more human. After this odyssey, he will find the closest thing to paradise:
A PLAYGROUND. WITH REAL KIDS.
I always wondered how it would be to play… FOR REAL.
Being chased by a dog…
Being tickled by water drops…
I always wondered how kids can carry on after falling off a bike.
I want to taste the sand at the end of a slide…
I don’t just want to swing. But to fly!
Feel dizzy from spinning on a carousel…
Feel a tummy ache from laughing too much…This means playing FOR REAL…This means being a KID.
We believe that kids should play more. That’s how they learn, that’s how they grow.
PLAY POWERED BY NESQUIK®.
03. Nesquik brand activation
Kids are more captivated by the fantasy of video games than the one reality of today’s playgrounds. We will create the first real world video-game-themed playground! To show that this experiment is directly impacting kids to play more in real life, we will invite kid’s influencers to play for real, spreading the word. Not only will the launch gain huge PR traction, but every NESQUIK® market will be able to create their own playground social experiment.
04. Nesquik product script
We open with an English Boxer dog chasing the dad who is running out to the neighbour’s garden fence. At the last minute, he victoriously holds a rocket nerf in his hand.
V.O.: Poor Dad, we’ve been playing a lot lately…
Dad jumps to his backyard and takes a breath.
V.O.: Since I’ve been drinking NESQUIK® every morning…
We see the Kid is looking for his Dad. We open the shot and we reveal where Dad is…
He is hiding inside a small tree house, but he can’t fit as we see only his legs coming out. He is clearly stuck inside, with only his legs visible.
V.O.: …thanks to the vitamins and minerals…I can play like a pro…and concentrate on the mission…
We cut to the kid playing football. He dribbles towards the dad, passing the ball through his legs. Dad can’t believe what just happened. Cut to dad inside a handmade cardboard spaceship. He’s sweaty, but his happy face is peeking out of the rocket window. The kid is concentrating whilst painting the spaceship, taking his time, without thinking of anything else, including his Dad stuck inside.
We cut to an extreme zoom over a glass of milk. We see a spoon stirring NESQUIK® powder and see in detail the magical transformation: The milk mixes with the NESQUIK® powder and magically becomes a delicious glass of NESQUIK®. We zoom out from the glass and see that the glass is in the mom’s hand. Mom puts the glass beside the kid on the breakfast table.
We now see dad also sitting at the table.
V.O.: …He deserves a glass of NESQUIK® too…
The Kid is about to give Dad the glass of NESQUIK®. But he hesitates for a while and finally gives into the delicious temptation of NESQUIK®.
V.O.: Unfortunately he’s not a kid
He pulls back and keeps the glass for himself and drinks it, again leaving the father empty-handed.
We see the kids’ enjoyment as he takes a sip of the delicious tasting NESQUIK®.
Mom turns her head and winks with a smile.
NESQUIK® Brand signature
It seems to be a typical packshot, but – for the hook for the consumers- Dad’s hand will appear again trying to steal the glass of NESQUIK®.
Kid’s little hand will avoid It by pulling the glass again out of the frame.
