Humor is nothing new for Maltesers, who has a long-standing partnership with charity partner Comic Relief. The brand is also often at the forefront of societal issues; he notably won an award and £ 1million of Channel 4 airtime in 2016 for a series of light handicap announcements.
“Late Night Feed” continues Maltesers’ existing efforts around maternal mental health, following on from “Massive over-sharing” campaign, published as part of its partnership with Comic Relief. The films were commissioned by Channel 4’s head of digital control, Evie Buckley, in conjunction with group 4Studio’s head of content, Jodie Miles, who negotiated the partnership with MediaCom’s Creative Systems division. The campaign was created in collaboration with Afro Mic Productions.
“We saw a fantastic response to The Massive Overshare earlier in the year from moms who inspired this second phase of the campaign by really asking new mom networks to come forward and show some love. by being “their village”, “said brand manager Maltesers. Leah Dyckes said in campaign materials.
AMV BBDO Creative Directors Jeremy Tribe and Dave Westland add, “Social media has become a culturally appropriate way to show support, but we hope to burst this bubble and encourage people to do a little more than ‘like Social posts. An idea like #LoveBeatsLikes, which needs to exist cohesively across channels ranging from social media to influencers to media partners, is a new way of working. So it’s a pleasure to see how our partners have pushed our campaign to a multitude of different channels. To continue the theme of motherhood, if this campaign is our baby, then these partners are the village we need to help raise her. “
Creative agency: AMV BBDO
Chief Executive Officer: Alex Grieve
DPE: Nadja Lossgott and Nicholas Hulley
Creative Director: Polina Zabrodskaya and Matt Swinburne
Creative Team: Jeremy Tribe and Dave Westland
Agency planner: Emily Brydon
Agency Account Team: Matthew Thomas and Chloe Hogan
Agency producer: Sophie Alliot (artistic producer) and Joe Sloane (digital producer)
Media agency: Mediacom
Production company: Afro-Mic Productions
Director: Rosie Gaunt Mathieson
Publisher: Niall Bradnick
Editing Producer: Alison Foster
Production manager: Sabrina Ferro
Production Co. Producer: Jonathan Dakin, Gina Lyons
Post-production company: Clear Cut Post-production
Audio post-production: clear post-production
Account Director (Mediacom): Richard Mashiter
Account Manager (Mediacom): Lucy Hagyard