Year: 2021
Agency: Miyagi
Background: I remember as a kid I used to hate “back to school” commercials both, because they reminded me that the summer was ending and because they felt like they were talking to my parents rather than to me. So when this brief arrived, we promised ourselves that at least, we’d make something that spoke the kids’ language.
Client: Seven, born in 1973 and always “a backpack ahead”, is an iconic Italian backpack and school material brand.
Brief: Create a tv commercial to sell the new Seven backpacks managing to show all their features (like the wireless speaker or the usb charger).
Concept: Everyday, we see kids on Tiktok turning ordinary activities – such as getting ready – into something exceptional.
Idea: Bring the language of the kids’ favourite platform: Tiktok to the TV, creating a commercial by using the same transitions and kind of music that they see everyday on the app in order to pass the idea that with Seven and your imagination, even the routine becomes exceptional.
