Hello Poco Campaign
Introducing our newest fun and
friendly snack buddy
Challenge
How do we introduce a mascot as small as Poco as the biggest face of the Potato Corner brand?
Client
Potato Corner
Scope
Campaign, Collaterals, Tiktok Branded Mission, Merch
About the Brand
Potato Corner is a global snack food franchise famous for its World’s Best Flavored Fries. Starting as a single food cart in the Philippines, the brand has grown to become a favorite among fries lovers in every corner of the world.
Saying hello to our cutest Poco yet
As we were pitching concepts for a new campaign, one of the things the clients loved was the idea of having a small Poco. Mascots have a way of making moments more fun and exciting. Seeing how this character fits into our everyday moments, it only made sense for Potato Corner to launch a campaign for the world to finally meet Poco.
From choosing the most relatable moments, settings, and characters to crafting Poco’s personality and expressions in every scene, the storyboarding process pushed us to be as creative and as imaginative as possible in exploring ways we can bring this little character to life. And so, we put together a story and script highlighting three moments that make up our usual hangouts and daily routines: a guy working at an office, a couple on a movie date night, and a group of friends playing a board game together.
With “Hello, Poco” as the handle of the campaign, we arrived at a storyboard that details Poco as a 2D character with a cute and tiny voice, contextualizing the mascot as our newest snack buddy who we can carry with us to make our everyday moments more fun and flavorful, with every tub and every bite of our favorite Potato Corner.
Bringing Poco to life from sketch to screen
While doing the storyboard, one of the client’s requirements was to portray Poco as fun-loving without being childish. With this in mind, we prepared a mascot guide for our production partners to use as a reference in animating Poco. This includes agency guidelines on the proper mascot proportions, usage, actions, expressions, and voice that adhere to the character design of Poco. We also provided a production brief to specify the physical features and personality of the talents that we’re looking for.
In this project, we collaborated with Rocketsheep Studio, Keylight Studio, and Cadian Studios for the production, photoshoot, and sound design, led by the creative genius of Director Avid Liongoren, who set the tone, treatment, and artistic direction of the campaign video. He also oversaw the entire production with us and the clients—from selecting the casts, finalizing Poco’s voice and the jingle, planning the set design, props, and costumes, to guiding the crew and actors on the execution of scenes.
Tweaks and changes to the character design, specifically on the limbs, were also made during the post-production to make Poco’s animation and movements more dynamic, plausible, and expressive on screen.
Taking Poco to places for everyone to meet
Along with the launch of the campaign video, we also created key visuals for the digital ads, OOH, and in-store collaterals of the Hello Poco campaign. The key visuals feature the three key moments from the main video, showing how Poco and Potato Corner can make our everyday moments worth sharing and enjoying, whether we’re on our own, with our special someone, or with our friends.
Even with the logo handle, talents, and Potato Corner tub on the frame, we made sure that Poco remained the focus of the composition. We also worked with different shots, aspect ratios, and logo placements to find the ideal framing, making sure that viewers’ eyes are drawn to Poco as they see the mascot on social media or billboards in EDSA.
Sharing flavor picks and moments in TikTok
Recognizing the influence and popularity of TikTok among audiences today, we also helped Potato Corner launch a campaign on the platform to promote Poco as an everyday companion who can always share a place in everyone’s moments and hearts.
Under the hashtag challenge #HelloPoco, we created a variety of brand effects and branded missions that content creators around TikTok can join. After playing with several hand and facial gestures, randomizer effects, frame designs, and themed backgrounds, we went with the Poco Flavor Picks, which prompt users to let Poco pick the Potato Corner size, flavor, and moment that they must share and enjoy together over a video while saying hello to Poco!
Shaking up our everyday style with Poco
For the Hello Poco campaign, our team designed shirts, bucket hats, tote bags, vinyl stickers, socks, and Poco plushie packaging, as well as collaterals and digital assets for their stores, social media pages, and e-commerce platforms.
