tella secret
For Nutella, I wanted to develop a campaign that leaned into the guilty pleasure aspect of the spread. That led to the big idea: Tella Secret.
I felt a copy-centered campaign that made strong, wild, and funny claims would not only quickly grab the attention of viewers, but then promote viewers to think of their confessions (and hopefully share them online).
For the design of the campaign, I wanted to keep things clean and simple. I wanted the visuals to echo the classic design of the Nutella jar. To make the visual material, I used Photoshop and Procreate.
This campaign was a collaboration with copywriter Hunter Bickel,.
30 Second Video Ad
A Mom's Secret
For a video ad, I wanted to tell the story of a mom's guilty pleasure. The concept was a Dateline-esque dramatic reenactment paired with an anonymous confessional interview with a mom.
Mom shares her secret; she doesn't like her kids. We then see that feeling justified by the chaos induced by her kids. Viewers hear Joan Jett's Bad Reputation paired with feet stomping, yelling, and eventually fireworks. The end is a moment of peace, as mom sits in the pantry, eating her kid's Nutella Go stash.
I felt like this video concept is eye-catching, comical, and overall relatable to Nutella's target audience.
Experiential
For an experiential component to the campaign, I developed a "secret booth." Participants step into the booth, then using a custom spoon pen, they are able to write down a secret on a small slip of paper. After inserting the secret into the machine, AI then determines the weight of the secret, then dispenses an appropriate amount of Nutella Gos. Participants can snap a photo with their reward, then choose to share that photo to social media. The booth would be placed in areas of high walking traffic, such as Time Square in New York City.
