STUCK WATCHING TRAVEL VIDEOS?
So are we. There’s not a day that goes by that we don’t look at Anthony Bourdain’s exploits across the globe and take notes on the fabulous things he’s done and the fabulous places we’d like to go someday. That’s where Groupon steps in, slides Anthony Bourdain over, and gives you access to those fabulous places for low rates. Rates we can all afford. That’s the magic behind Groupon; saving us money on the things we do.
Working with the team at O’Keefe Reinhard & Paul, we crafted a campaign for Groupon that tapped into the DYI culture of the internet. Set to an amazing polka inspired track and some talented vocal stylings we might add, these spots were meant to take on all the different things you could save money on simply by opening the Groupon app. Simple.
Do It Yourself Culture, meet Tinkerbell; the manliest mini-dude-horse we’ve ever had the pleasure of working with.
These spots were meant to showcase a wide range of things you could save money on. From mini-horses to mini-golf and everything in between. A part of the fun for us was translating all the beats of the script into a compelling, crafty image. We bounced between literal interpretations and more metaphorical imagery – portraying a concert with a variety of those dancing plants your mom bought a whole bunch of back in the 80’s. A part of this was necessity. There’s no way we were going to stage a concert for a one off shot.
But a larger part of it was bringing a sense of diversity and humor to the spots. There’s a quirky sense of humor to the imagery we chose; a wink to the viewer that we know what they’re spending their internet time streaming and what they’d rather be doing with that time.
We shot these spots with two distinct art styles. The first established a real-world space, with our real people who are the participants in the shenanigans that ensues in each spot. We bookend the spots with their expressions, first at the utter despair of watching online videos, then with the 180º expression of pure relief when they realize they can cut the bullshit and head over to Groupon to take care of their life. These spaces were meant to feel real and un-art directed, as if we showed up with a camera and rolled on their space as is. The frontal lighting also lent itself to that same idea – minimal set up capturing a day in the life.
The second style was our art directed, pop of color within the spots. We took it to the stage to grab some contrasting “crafted” moments with our talent and our pool of metaphorical knick knacks. Here color played an important role, and we capitalized on Groupon’s brand colors with pops of blue, orange, yellow, and, of course, green. Although the latter we used sparingly, sneaking it in when it would make sense. We shot the staged live action in a similar lighting sense as our real-world moments, only now we could accent the shadows to push that frontal flash aesthetic even further.
We had an array of elements to carry us through the points in the script. Flip flops tossed on a sandy staged beach, a pull back toy bus, a sailboat and an orca, a pair of coconut drinks, and a stack of stop motion take out boxes. Oh, and did we mention the mini-horse? His name was Tinkerbell…his name was Tinkerbell.
Technically, we had a third paper crafted style. The beginning of each spot sets up the basic premise: Instead of streaming online videos, let Groupon do the dirty work and save you money in the process. We knew we had to show an online video to give context to the rest of the spot, but we wanted to avoid an over the shoulder of a laptop, or a tablet in hand. Abstracting the browser window through paper craft reinforced the DYI aesthetic of the spots, and added a layer of charm to the already quirky combination of shots. We created paper crafted thumbnails of on-line videos that related to each spot’s subject, and surrounded them by elevated window frames to give each browser depth.
When else do you get the opportunity to spend a day at the bowling alley, mini-golf, and go-cart track?
SAVE ON THE THINGS YOU DO EVERY DAY.
We love the quirky humor of this campaign. The crafted style, combined with the DYI music track gives them a unique look and feel that cuts through the internet noise. And for the most part, the internet agrees. This campaign has already garnished millions of views on YouTube and continues to click up with each passing day. Maybe Groupon is onto something?
We’re sold. Any time you can go bowling and meet a mini-horse named Tinkerbell is a fun time at the office. Now, whenever we find ourselves hanging out with Anthony Bourdain online, we’ve also got the Groupon app open, catching some deals on the restaurants he’s visiting.