Pret A Manger
Pret Perks Launch Advert
When Pret A Manger planned the launch of their new loyalty programme, Pret Perks, they reached out to Keeping to pick up the creative from where we left off. Bridging the animation from their app to a fully animated launch video, the challenge was to engage and inform, within a minute.
Project Deliverables
Animation
Video Creation
Script, Storyboard, Plan
Collaborating with the marketing team at Pret A Manger, we discussed ways we could incorporate the new animations style from the App into a key visual component of the proposition marketing. Illustrated assets, as created by Keeping, were a new addition to Pret's visual language and so this meant establishing a whole range of illustrations for the brand in the video.
After the brief, the Pret A Manger team worked on the script for the voice over. This became the basis for the visuals which were worked on using storyboards, sketching visuals that help 'educate, excite and encourage customers to participate in the Pret Perks programme'.
Illustrating
Continuing to work with the Pret A Manger team, we tweaked and iterated on the visual ideas to best communicate the proposition and sync to the existing brand identity, including colour palettes, typography and tone of voice.
For Pret products, characters and scenes, we utilised a bright and pastel based colour scheme to bring a sense of joy to the proposition. Ensuring elements all took on the same simple vector-like style required, we achieved a universal aesthetic that also facilitated assets outside of the video, like digital banners and emails for the Pret A Manger team.
Each storyboard was designed into a style frame, which represented how the final animation should look. We also used extensive animation notes, explaining how the visuals would animate, transition and interact. This allowed all stakeholders to follow the visuals and get the best understanding of how the flow of the video would successfully engage the viewer as it played out.
Details
We also sourced interesting sound effects and backing track that helped establish the animated world, bringing a playful tone that Pret A Manager is known for. While these are peripheral elements to the main visuals and voice over, the sound effects add comedic timing and a sense of layering and texture to the viewing experience.
The Deliverables
The Pret Perks launch video brings a dynamic, colourful and positive message about the launch of Pret's loyalty programme to all potential customers in an accessible and enjoyable experience. The video has been designed and produced in both a landscape and portrait ratio, making it easy to view on a mobile, via social media, making it accessible for the majority of Pret's audience. Not only does the final video represent Pret A Manger's tone of voice, it also explains the proposition in a new fun way by creating a suite of visual elements for the team to utilise on other channels.
