Tipp-Ex, one year later: the bear and the hunter are back!

Most of you will remember the surprise effect you had while watching an apparently normal video on Youtube: marked as NSFW, its title suggested some cruel scenes of a hunter who was going to shot a bear.

Suddenly, the hunter brings the Tipp-Ex from the advertising banner on the right to the inside of the video and asks for help to his audience to rewrite the story.

The campaign “A hunter shoots a bear”, realized by Buzzman for Tipp-Ex, is now one year old: the hunter and the bear are back and they are offering to entertain us again in a interactive way thanks to the digital creativity of the French agency elected “Best International Small Agency” in 2011 by Advertising Age – which, among other things, is in charge of the social strategies of AXE, 1664 and SFR.

With more than 50 million views, the goal is much more ambitious!

The Concept

The hunter and the bear are celebrating their first birthday together: now the audience has the opportunity to rewrite the Story!

April 12th, 2012: a meteorite falls down during the celebrations and destroys everything. The only solution to avoid the world destruction is to use the Tipp-Ex roller to erase 2012 from the video title and then do a time travel! Just changing the year in the title it is possible to see the bear and the hunter inside several epoch-making events: the moon landing, the fall of the Berlin Wall or during the Roman Empire, for a total of 46 sketches to live again the history of the world! Click here to live the experience.

This kind of creativity exploits the experiential and immersive capabilities of Youtube and its media planning scheduled the launch of the campaign in France, Uk, Germany and Italy.

I had the pleasure to attend a day of shooting of the campaign, near to Paris. We discussed with the concerned ones about the creative concept of the campaign and the working life on the advertising set. Stay tuned for the exclusive backstage video!

Thomas Granger – Buzzman CEO

The idea for the campaign is the follow-up: we had already the basis and the concept, so we had just to reinvent the strategy created the last year for the Tipp-Ex brand. It was a very product-oriented strategy, because the audience was able to erase and rewrite a story, every story of the campaign. We thought: how can we enhance the idea and add value to this same concept?

We found interesting to raise the bar as for the first campaign and celebrate the first anniversary of the meeting between the bear and the hunter. We kept the opportunity for the audience to interact with the scenario, but in a different way, giving them the chance to time travel and rewrite the History instead of just a story. At the moment the bear and the hunter are part of the brand, in the sense that the association is quite high. We are going to use them even as POS materials and the campaign will be strongly coherent and integrated on the media involved by the planning.

Maybe we’ll keep meeting the bear and the hunter for the next ten years!
It’s interesting to use digital platforms exploiting their interactivity: besides Youtube, for example, we have Dailymotion, very well-known in Europe; generally we look for the favourite platforms, like Facebook, obviously. We aren’t inventing anything new: we are just like fishermen trying to find good spots to fish!

Vanessa Barbel – Head of production Buzzman

Most of my work happens before the set and it’s based on its organization, like finding the right director for the project, finding the right production. In this case we asked Adrien Armanet, director of the first edition of the campaign, if he wanted to still be a part of it. His answer was “Sure”! I check that everything goes right for everyone: art direction, clients, creatives, director. My job is to guarantee that everybody is happy of the result and to live up to expectations.

Louis Audard and Tristan Daltroff – Art&Copy Buzzman

So here we are at the second season of the campaign: the creative process was chaotic, despite having already the concept. The ideation of the time travels was very fun: we asked to some people which historical times were considered fundamental, to be sure to cover all the timeline. The goal was to challenge the audience to give them all the answers we thought they would look for in the form of a year. We then started from the beginning of life until the future, through Revolutions and Renaissances. Among our favorite scenes: the discovery of America!

Credits
Agency: BUZZMAN
Creative Director/CEO: Georges MOHAMMED-CHERIF
General Manager: Thomas GRANGER
Copywriter: Tristan DALTROFF
Art Director: Louis AUDARD
Project Managers: Olivier LOPEZ, Marion QUESADA
TV Producer: Vanessa BARBEL, Elodie POUPEAU
Community Managers: Hubert Munyazikwiye & Julien Scaglione