McVitie’s shows the importance of connections in Sweeter Together. McVities remind us that life is Sweeter Together
In the new animated spot, McVitie's remind us that the simple act of sharing a biscuit can help brighten up someone's day and bring us all closer together.
March 14, 2018
McVitie’s shows the importance of connections in new ‘Sweeter Together’ campaign
In a new purpose-led campaign created by Grey London, McVitie’s shows how the simple act of sharing a biscuit has the power to bring people together.
Using modern day fables of characters who feel disconnected, the two spots show how the people closest to them reach out with a tiny bit of help from McVitie’s, ensuring connections are formed. The campaign stems from the insight that although biscuits are really rather trivial, they can be extremely powerful, especially when it comes to bringing people closer together.
The campaign, set in an animated world, breaks on national television in the UK and the Republic of Ireland on March 9 with ‘Crane’, a 60-second film for the McVitie’s masterbrand.
Grey London partnered with multi award-winning directors Smith & Foulkes through Nexus, to create the films. The duo are behind dozens of campaigns, including the BBC’s ‘Sprout Boy’ Christmas work, Honda Grrr and the Oscar nominated short ‘This Way Up’. Most recently they created idents for the BBC’s 2018 Winter Olympics coverage. The voiceover is from actress Sally Hawkins, who was nominated for an Oscar for her role in The Shape of Water, which was named as this year’s Best Film at the Academy awards.
The music to these films was developed by Peter Raeburn, of SoundTree, who composed the orchestral pieces that followed the emotional journey of the protagonists in these stories. The British composer and songwriter is well known for his work with director Jonathan Glazer’s films Sexy Beast, Birth and the BAFTA nominated Under The Skin.
Sarah Heynen, Vice President of Marketing at McVitie’s, said: “Gestures, no matter how small, can have a big effect on bringing us all together. We’re thrilled to be launching a campaign that shows the power of togetherness and how we can all benefit from being better connected through the small things in life.”
Nick Rowland, Creative Director at Grey London, said: “The humble biscuit isn’t going to change the world, but sharing them creates moments that can bring people closer. This is something that matters more to us now than ever and is why these stories of togetherness feel universal to us.”
Along with television, the campaign runs on social and in-store. Media is through Wave maker and Live & Breathe is working on the retail element.