Snapchat prizes authentic moments in 'Say it in a Snap' campaign
Ryan Ferguson: 'The ad creative aims to capture the essence of the in-the-moment spirit that makes Snapchat so special.'
Snapchat is rolling out the first phase of "Say it in a Snap", an integrated brand campaign in Australia.
The new campaign will kick off with advertising across out-of-home and digital video that showcase authentic conversations that happen every day on the platform, from authentic and relatable moments to the unique language and culture developed within the Snapchat community.
The local work of “Say it in a Snap" is a uniquely Australian integrated iteration of a global campaign. The ad’s creative embraces the spontaneity and the real aesthetic that is characteristic of Snapchat.
Brand integrations with Guzman y Gomez and MECCA show how Snapchatters share small, everyday moments with friends. Examples include a Snap of a favourite GYG burrito sent to a mate, and a Snap of a MECCA haul after a quick store visit.
Some out-of-home placements feature hyper-contextual Snaps connected to their locations. At the Circular Quay ferry terminal, an ad shows a Snap of a ferry passenger with the caption “do I take him home?”, followed by a friend’s “lol who” reply, and then an image of a dog onboard captioned “this king.”
The second phase of the campaign, launching next month, will include PR and influencer content exploring how sharing food has become a way for younger Australians to connect.
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Mecca and Guzman Y Gomez
The campaign will conclude with a Sydney brand experience inspired by the “blind box” trend, featuring a giveaway of limited-edition custom Snapchat cookies created by ButterBoy, designed to be revealed and shared with a friend.
"The ‘Say It in a Snap’ campaign shines a light on how people truly use Snapchat – to share real, unvarnished moments with their closest friends and family, which bring them daily doses of joy," said Ryan Ferguson, Managing Director of Snap Inc. ANZ.
“The ad creative aims to capture the essence of the in-the-moment spirit that makes Snapchat so special, and showcase why our platform is home to a community of 8 million Australians, including more than 90% of Gen Z across the country.”
CREDITS
Emotive - Creative, Design & Production
Darren Wright
James Pash
Tom Douglas
Dan Mortensen
Tim Evans
Cushla Morton
Social & Cultural Strategist
Sarah Rosedale
Client Services
Zoé Hartas
OMD
Business Management:
Danica Berjanovic
Shenae Salm
Media Implementation:
Joshua Emanual
Andrea Perez
Marketing Intelligence:
Natalie Widdup
Mette Breith
SNAP INC. Marketing
Richard Flanagan
Global Brand Experience
Alycia Emmerson
Communications
Claire Robinson
