Airheads
Play More, Play Delicious
Airheads Gummies: “Everlasting flavor and personality”
The new Airheads Gummies are not just any gummy: they are the most FUN gummy you’ll ever eat! Oscar, the Airheads balloon we know and love, can now be festooned with a full bag of gummy accessories — play with them, eat them, find your favorite flavor!
In this campaign, we brought the idea of “Play” to a whole new level. Every flavor is a whole new BURSTING personality — and so we gave them personalities and put them on reality TV. That’s right: all 6 new gummy characters now compete against each other to find out who will be the Ultimate Airheads Gummy on their show: “The Big Bag.”
MY ROLES:
Lead Copywriter.
Lead Illustrator.
Storyteller, Character development, and Entertainment Team.
Who and Why
Target Audience
Big Idea
Character Development & Evolution
Character Personalities
Illustrations and writing: Sonia Sayani
VIDEO STORYBOARD: EP. 1: TRY NOT TO LAUGH
The first challenge in The Big Bag gummy reality show? TRY NOT TO LAUGH. It can be tough with so many fun personalities in one bag! This video storyboard is an example of an animated Airheads Gummies TV spot: in the end, our host of the week (Ellen Degeneres, in this case), “eliminates” the losing gummy by pulling him or her out of the bag. Who will get eliminated next?
Vote for your favorite Gummy personalities on social media, offer ideas for the next challenge, watch FULL episodes of The Big Bag, and take a quiz to find out which gummy flavor YOU are.
Illustrations: Sonia Sayani
Video: Sonia Sayani
V.O. & Script: Sonia Sayani
Brand Book
