Delivering More zzZ’s
GoTravel are the global leaders in travel accessories for the everyday commuter, jetsetter, family traveller and even the home. Functional and feature-rich designs that truly benefit each individual.
Unlike ‘The Ultimate Pillow‘, Memory ZZZ was entirely focussed on Gen-Z backpackers. After carrying out a series of small focus groups, we found this type of individual focussed less on the quality of manufacture, and more on the ease of use and the environments they were visiting. They primarily looked to escape the mundanity of everyday life, and instead chase adventure and spontaneity.
From initial modelling, referencing the real-life product, through to animation and final delivery across multiple formats. We focussed on creating a fast paced, dynamic animation that could easily stand out from its surroundings, while communicating core product features such as lightness, versatility and ensured each scene could be separated out to ensure it could be turned into multiple forms of content to increase GoTravels ROI, and to allow for as much content spread as possible.
During the focus groups we ran, made up of a Gen-Z audience, we found there was a huge cultural shift towards ‘retro’ 90’s and early 00’s aesthetic.
As a result of this, we utilised key throwback references such as early i-pod commercials, and the DVD screensaver, for key scenes in order to create a sense of quirkiness, help break up the pace of the animation and most importantly, to keep the viewer engaged.
Credentials
Client – Go Travel | PR Agency – Skookum PR
Creative agency – Never Dull Studio
Animation – Never Dull Studio, Jonty Whiter
Delivering More zzZ’s
GoTravel are the global leaders in travel accessories for the everyday commuter, jetsetter, family traveller and even the home. Functional and feature-rich designs that truly benefit each individual.
Unlike ‘The Ultimate Pillow‘, Memory ZZZ was entirely focussed on Gen-Z backpackers. After carrying out a series of small focus groups, we found this type of individual focussed less on the quality of manufacture, and more on the ease of use and the environments they were visiting. They primarily looked to escape the mundanity of everyday life, and instead chase adventure and spontaneity.
From initial modelling, referencing the real-life product, through to animation and final delivery across multiple formats. We focussed on creating a fast paced, dynamic animation that could easily stand out from its surroundings. We focussed on communicating core product features such as lightness, versatility and ensured each scene could be separated out to ensure it could be turned into multiple forms of content to increase GoTravels ROI, and to allow for as much content spread as possible.
For part of the strategic development, we ran a series of small focus groups made up of a Gen-Z audience to discover what forms of content they were engaging with, or finding the most compelling. During these sessions we encovered there was a huge shift towards ‘retro’ 90’s and early 00’s culture.
As a result of this, we utilised throwback references for key scenes to create a sense of quirkiness, help break up the pace of the animation and to keep the viewer engaged.
