GuMI YUM: GUMILAND
Gumi Yum is a globally sold confectionary brand at Target and Walmart, and this project was all about giving the product a world as fun as the surprise inside. This campaign features a bright, animated 3D universe that brings the brand to life and sets the stage for future campaigns, stories, and launches.
GUMI YUM
BRAND CAMPAIGN
BRAND WORLD BUILDING
3D ANIMATION
PRE-PRODUCTION
LIVE ACTION PRODUCTION
POST-PRODUCTION
PROJECT MANAGEMENT
SOCIAL CAMPAIGN
Gumi Yum Surprise (the Kinder egg for the 21st century) is taking the candy world by storm. The product had a huge growth year, but it didn’t have any brand advertising or grounding brand story.
The Gumi Yum team came to This January looking to build a brand platform and storytelling component to an already-amazing product. We started with a rainbow striped gummy egg, and built a whole world surrounding it, the land where all Gumi Yum Surprise eggs are born: Gumiland.
The campaign features a vivid brand world to pique kids’ imaginations, with characters inspired by real kids’ drawings. And we created a rainbow brand mascot named Harriet the Hen at the center of Gumi lore, responsible for the creation of all Gumi Yum eggs.
Big Ideas, Real Impact
THE RESULTSawareness jumped 32% in the first four weeks of the campaign, and the spot has an 80% completion rate even when purchased as a skippable unit.
PROJECT TEAM 🤝
CLIENT
Client: Gumi Yum
AGENCY
Agency: This January
ECD: Maggie Winters
ECD: Zach Goodwin
Project Manager: Camille Dykes
Producer: Martin Hagar
LIVE ACTION
Director: Zach Goodwin
1st AD: Martin Hagar
Casting Producer: Camille Dykes
DP: Jiwon Baeq
1st AC: Alex Guckert
2nd AC: Tristan
Media Manager: Mackenzie Dillon
Gaffer: Wes Sullivan
Key Grip: Dave Mikutsky
Grip: Nick Putnam
Art Assistant: Andrea Carlotta
ANIMATION
Production: Anchor Point
Animation Director: Kodii
POST PRODUCTION
Lead Editor/VFX: Jiwon Baeq
Sound Design: Colin Yark
Color: Electric Theatre
Colorist: Connor Coolbear
1st AD: Martin Hagar
Casting Producer: Camille Dykes
Lead Editor/VFX: Jiwon Baeq