The Inspiration Room

Nestle Smarties Feed Your Imagination

Smarties Feed Your Imagination. That’s the tagline for this print advertising campaign for Nestlé Smarties, the colourful sugar-coated chocolate confectionery first produced in the UK in 1937. The print ads, developed in Singapore, show colorful Smarties as the centrepiece of imaginative writing, as the red nose of an invisible clown, as the pink nose of a cat, and the yellow yolk of an egg.

Red Smarties Clown

It’s an invisible clown – it’s a spinning top. It’s a red blood cell. It’s my nose when I catch a cold. It’s Santa Claus’s tummy. It’s a pin prick. It’s my sister’s face after I caught her kissing a boy. It’s a slice of tomato. Red clothes in a washing machine.

It’s a stop button. It’s a ladybug after a bath. It’s Mommy’s lipstick. It’s a hamburger with lots and lots of ketchup on it. It’s what my elder brother has on his face. It’s a redoussaurus egg. It’s Red Riding Hood seen from above. It’s Rudolph the Reindeer in the snow. It’s a bull’s eye.

Pink Smarties Cat

A drop of milk from a cow fed on strawberries. It’s my cat’s nose. It’s a bead. A Frisbee. That’s cotton candy. It’s a balloon. It’s scoop of ice cream. It’s my aunt’s lipstick. It’s Grandpa’s. It’s a sleeping flamingo. It’s a ballerina’s skirt.

It’s my baby sister’s cheek. It’s a planet ruled by girls. It’s the tip of my tongue. It’s a merry-go round at full speed. It’s a lollipop without the stick. Can I wear it on my forehead pleeeeease?

Yellow Smarties Egg

It’s an egg yolk. It’ a beach ball. It’s the golden goose’s egg. The full moon. It’s a teeny-weeny pizza. It’s a lemon. It’s a pill that I like to eat. It’s a mushroom.

It’s a spotlight. It’s a hard-hat. It’s a pebble on the beach. It’s my Mommy’s tummy before my little brother was born. It’s a pancake. Daddy’s motorbike light. It’s my belly button.

Credits

The Smarties Feed Your Imagination campaign was developed at JWT Singapore by creative director Ali Shabaz, art director Thomas Yang, copywriter Joji Jacob, illustrators Celeste Anning, Michael Ng, Sheryo, typographers Thomas Yang, Celeste Anning, Michael Ng, and photographer Teo Chai Guan.

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This entry was posted on Wednesday, June 13th, 2007 at 7:00 am and is filed under Inspiration, Print Press Posters Billboards. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.

Tags: JWT Singapore, Nestle, Smarties, Teo Chai Guan

Posted in Inspiration, Print Press Posters Billboards

One Response to Nestle Smarties Feed Your Imagination

1. Denis Mayer says:

   June 4, 2008 at 3:14 am

   I have and idea about a new brand name.chocolate coaded candy. Call it DUMMIES.Like Smarties turn in side out.Thank you.Denis Mayer 1304 unit 7 Clyde ave Ottawa On Canada K2C-1Y5 phone 613-226-4716 cell 613-878-4716

   Reply