Valencia for Coop: A donkey puts you in a spring mood
For its latest «Hello Spring» collectible promotion, Coop has cast a cuddly donkey in the lead role. Valencia Kommunikation is responsible for the campaign’s execution.
There's something for young and old alike in Coop's spring collection campaign. This time it includes a colored pencil set, an LED flower lamp, a practical lunch box and an insulating drinking cup. However, the plush donkey "Emilio" is at the center of the collecting activity.
Moving images with the yay factor
As an animated character, the little donkey is a central component of moving image communication. "An animated character is not only an emotional eye-catcher, it also makes it possible to tell a lot in a very short space of time. And that is particularly important in short formats such as 15-second commercials," explains Valencia CCO Tommy Schilling. Accordingly, care was taken in the storyboards to present the various collector's items as quickly and strikingly as possible without the spot losing any of its emotionality. The moving images were realized together with Boutiq Films for production and Postoffice Studios for character design and animation.
360-degree communication
The central moving image in various formats is framed by a variety of communication measures that develop a large advertising impact in a short space of time. Valencia offered everything from the campaign website to POS, print and social media from a single source and ensured that all elements interlocked tactically. Coop's "Hello Spring" collection activity runs from Thursday to April 20, 2025.
Client: Coop Cooperative. Campaign conception and implementation: Valencia Communication. Moving image production: Boutiq Films. Animation: Postoffice Amsterdam. Media Planning: TWmedia. Music: HitMill.
