handi-vac rich media campaign
With the launch of their new Handi-Vac product, Reynolds needed an eye-catching way to break through the clutter of homemaking and recipe-themed websites, which tend to be oversaturated with advertising. Compounding the challenge, was the lack of existing print or TV spots to work with at this point in the campaign's launch; therefore our interactive work would lead the way in developing the product's identity.
To make the product stand out, we created two concepts that played off its eccentricities in the marketplace. It was a different kind of product, so it required a different kind of creative. We decided to go with two rich media placements; a floating takeover ad that ran for only 2 days and an odd, but engaging, concept we affectionately call “the meatball banner”. Reynolds loved the final product and used these two concepts as the building blocks for the product’s eventual offline creative.