SPONGEBOB SQUAREPANTS CLIP FEATURED IN GHIRARDELLI’S LATEST TV CAMPAIGN
GHIRARDELLI LICENSE FAMOUS CLIP FOR TV CAMPAIGN
BACKGROUND:
For the launch of their latest (yummy) chocolate and caramel squares, American confectioner Ghirardelli Chocolate Company and their creative agency MullenLowe wanted to create a spot that celebrated iconic pairs. After exploring different properties, it was clear that the iconic duo formed of SpongeBob SquarePants and Patrick Star was the perfect match for the creative.
THE CALL TO BORN:
Having worked on several campaigns that required clip licensing and due to our great relationship with the Rights Holders and the agency, we were brought on board to scope out feasibility for the 'SpongeBob SquarePants' clip featuring the iconic pair. Given our previous work with the characters, we knew exactly who to get in touch with for this opportunity.
WHERE BORN LICENSING ADDED VALUE:
During the research and development phase, we quickly contacted the Rights Holders of the footage and took them through the creative to make sure they were comfortable with the usage. We then negotiated terms and costs, and ensured that all deadlines were met on time. Given our previous work with clip licensing, we were able to guide the process smoothly, ensuring both Licensee and Licensor had every step covered along the way.
THE APPROVAL PROCESS:
As always, we managed the approval process from start to finish, submitting scripts, storyboards and edits for Paramount’s approval to ensure they were happy with how the clip was being used in the ad. We were able to meet MullenLowe’s key deadlines in an efficient and expedited manner, making sure the campaign was ready for delivery to the client.
THE LAUNCH:
The 30” spot launched at the end of October in the US across TV, digital and PR. The clip worked perfectly in the ad and helped to convey the message in a wholesome way.
THE EXPERIENCE
Being brought into the creative process at an early stage allowed us to develop multiple ideas alongside the creative agency in order to find the best version for the client. Once a final clip had been decided upon, we were able to use our industry knowledge with the entire licensing process to keep the project on-track and ensure all parties were able to focus on where their strengths lie.
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