In 2017 I was given the ALDI Easter campaign and created new art direction with illustration and copy that has been reused for the following years.
This work was briefed as a re-skin of the past work, having the same assets every year and I made the choice to try and take it somewhere new, creating a new vibe and more focused contextual environmental interactions.
Starting with what was a rougher handmade craft vibe with a pattern that goes in the eggs and then adding characters with personality to make it fun and conversational, I had a lot of fun writing some copy and having the characters interact with their environments.
Overall I handled most of this campaign from building illustrations, type, art direction, copy and web banners. I must say I loved doing it 🙂
WHAT I DID
These posters were created to put Easter into the mind of the customers as they enter the store, introducing them to the personality and vibe of Easter for that year.
As we got into more targeted areas of communication such as the ALDI website, the characters started to come into their own as they interacted with product. These bunnies love the products and will do anything to get them. The idea was to relate to children and parents in the same way that successful cartoons and animations relate to both with cheeky and fun humour.
The ALDI catalogue shoots were also overseen by me and I got as much interaction and contextual illustraions in as I could. The bunnies would have eaten some of the unwrapped chocolates on the page or appeared in a police lineup next to product bunnies, feeling like the campaign was its own world where fantasy and illustration met product.
I created a whole bunch of these guys before and throughout the campaign. Gangster bunnies, hip-hop bunnies, naughty bunnies, bunnies eating products, just fun stuff.