Wasa Crispbread
SOUNDS GOOD
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For Wasa's brand equity campaign, our task was to amplify the message that ‘Wasa brings happiness’ and there is ‘joy in every crunch’.
To achieve this, we collaborated with content creator and sustainable chef Max La Manna. Together, we orchestrated a heartwarming surprise, where Max delivered a Wasa snack to a friend or family member of his choice. The aim was to capture the spontaneous joy and genuine reactions sparked by the simple act of sharing food, showcasing the universal happiness that Wasa can bring.
Building on this hero content, we also partnered with music creators who creatively incorporated the distinctive ‘crunch’ of Wasa into their compositions, further amplifying the brand's joyful narrative.
As the sole creative lead on this campaign, I was responsible for the entire creative process - from ideation and scripting to directing and overseeing production.
Delivering Joy
We created two hero pieces of content featuring our creator, Max, focused on the theme of 'delivering joy.' The sequence was filmed twice, using two different cameras: a Sony FX3 for a polished, professional look, and an Insta360 for a more 'social-first' and playful approach. This approach provided us with a diverse set of assets to rotate within our media plan, helping to prevent viewer fatigue and offering an opportunity to test and determine which style resonates more with our audience.
The Crunchy Bangers
We partnered with SoWylie and fin Draper, who are creators that produce their own viral music tracks online. The creators were briefed to use samples of the crispbread crunch, the crackling of the opening of the packet, and other kitchen sounds into original ‘crispy’ music compositions.