The chosen creative was a concept sketch that played on the emotion of self worth. This featured a pupil staring at their reflection in a mirror of the school washroom. The reflection however, was a large gummy bear staring back at them along with the strapline: ‘Don’t Be A Gummy Dummy – taking cannabis candy is not a good look’. It was short, sharp and immediately effective, playing on the child’s belief as to how they would be perceived based on their behaviour.
Our next step would require us to convert the sketch into a real advert and this required a dedicated photoshoot. In a school washroom, with schoolchildren. Oh, and with a massive gummy bear staring back at them.
And, although we did not have a lot of time, we were lucky in that this came just before the school would break up for half-term. With the school’s permission, this gave us uninterrupted access for a day during half-term. The photographer was quickly arranged, 4 child models selected and a date confirmed for the shoot. All was going well….but…
Have you ever looked closely at a Gummy Bear? Let me tell you, they’re not at all photogenic and have no real features and they’re tiny. And, with no time / budget to create a realistic gummy bear illustration / 3D render, we thought we may have become stuck.
But, a quick search on line led to us purchasing a large gummy bear on Amazon. And, this is what we did.
The school photoshoot went well. the washrooms already benefited from large mirrors and good lighting and the four child models were a dream to work with.
Once the school photoshoot was done, the photographer was ideally placed to take photos of the gummy – ensuring he had the right angle and lighting to perfectly suit the ‘reflection’ part of the advertisement.
So, with images of the four schoolchildren in place and good imagery of the large gummy, we could start the final piece of the puzzle and start artworking up the design and setting up for print in a number of formats: print adverts, direct mail, posters, social media graphics.
The edibles advertising campaign for Surrey Police comprised of four adverts, each one featuring a child staring at a reflection of a different coloured gummy bear.
View our Surrey Police portfolio