2. Project: LeaderProject: Leader
BackgroundBackground
After hearing from the marketing executives at Toshiba earlier this year, my thoughts were that Toshiba is a strongAfter hearing from the marketing executives at Toshiba earlier this year, my thoughts were that Toshiba is a strong
international brand which is innovative and strives to produce products which are best in class, functional andinternational brand which is innovative and strives to produce products which are best in class, functional and
reliable.reliable.
Today’s consumers are influenced by various items such as price, reliability and gizmo talk, but more and more theToday’s consumers are influenced by various items such as price, reliability and gizmo talk, but more and more the
“coolness” factor of the brand which comes from targeted branding, killer applications and innovative design has“coolness” factor of the brand which comes from targeted branding, killer applications and innovative design has
begun to become a bigger part of why consumers purchase a particular brand.begun to become a bigger part of why consumers purchase a particular brand.
Therefore, I wanted to create an idea which was not focused too much on the products and spec, because ToshibaTherefore, I wanted to create an idea which was not focused too much on the products and spec, because Toshiba
is great at that, but about the “coolness” of the brand coupled with the word which Toshiba uses regularly acrossis great at that, but about the “coolness” of the brand coupled with the word which Toshiba uses regularly across
marketing literature and its official voice - “leading” - priding itself on being the first to create many appliances andmarketing literature and its official voice - “leading” - priding itself on being the first to create many appliances and
considering itself ahead of the curve.considering itself ahead of the curve.
I wanted to hammer this message across in a subtle way and episodic way, so creating an animation cartoon viralI wanted to hammer this message across in a subtle way and episodic way, so creating an animation cartoon viral
series about two aliens coming down to earth to try to find a world leader seemed like fun, universal and clear ideaseries about two aliens coming down to earth to try to find a world leader seemed like fun, universal and clear idea
to develop. Ultimately, they want something they haven't got and that is superior technology to theirs which flipsto develop. Ultimately, they want something they haven't got and that is superior technology to theirs which flips
around the cliché ideology that aliens have better technology than us.around the cliché ideology that aliens have better technology than us.
The build up of the idea was to have two aliens (both funny characters – one quirky and one grumpy) come to earthThe build up of the idea was to have two aliens (both funny characters – one quirky and one grumpy) come to earth
and try to find the leader – as an audience we think it’s a person, even our main alien character is not sure, but theand try to find the leader – as an audience we think it’s a person, even our main alien character is not sure, but the
quirky alien at the end will realise they have found something which is a leader – a TG01 phone.quirky alien at the end will realise they have found something which is a leader – a TG01 phone.
In each setup, the main alien, X, repeatedly uses the phrase “Take me to your leader” and would say the phrase toIn each setup, the main alien, X, repeatedly uses the phrase “Take me to your leader” and would say the phrase to
a normal object or person, who would be shocked at the presence of the aliens and thereby infuriating the searcha normal object or person, who would be shocked at the presence of the aliens and thereby infuriating the search
for alien X.for alien X.
Each episode had to be comical, with something happening to our characters and in the end the objectpersonEach episode had to be comical, with something happening to our characters and in the end the objectperson
would point to the right after the event, which would complement the moving chevrons of the Toshiba i-dent whichwould point to the right after the event, which would complement the moving chevrons of the Toshiba i-dent which
would appear straight after the advert going in the same direction of the aliens and pointing.would appear straight after the advert going in the same direction of the aliens and pointing.
The design of the episode means that we can cut each of these 20-40 second episodes into smaller parts, mainlyThe design of the episode means that we can cut each of these 20-40 second episodes into smaller parts, mainly
showing the “take me to your leader” phrases which lasts only a few seconds – this will give Toshiba marketing theshowing the “take me to your leader” phrases which lasts only a few seconds – this will give Toshiba marketing the
flexibility to use the viral where they might only have space for a few seconds of ad time as well as making an adflexibility to use the viral where they might only have space for a few seconds of ad time as well as making an ad
which would also fit the traditional slot of circa 30 seconds.which would also fit the traditional slot of circa 30 seconds.
After various episodic adventures, which incidentally can be put together to make a very long cartoon - the 2 aliensAfter various episodic adventures, which incidentally can be put together to make a very long cartoon - the 2 aliens
would finally reach the world president, but instead find his Toshiba TG01 which they become fascinated with andwould finally reach the world president, but instead find his Toshiba TG01 which they become fascinated with and
take away as there search has come to an end – the leader we expected is actually a leading piece of technologytake away as there search has come to an end – the leader we expected is actually a leading piece of technology
which is described with some of its specifications at the end as the aliens become giddy with excitement. In beingwhich is described with some of its specifications at the end as the aliens become giddy with excitement. In being
victorious, the aliens leave taking the phone and blow up the world thereby saying, no-one will find the secret ofvictorious, the aliens leave taking the phone and blow up the world thereby saying, no-one will find the secret of
Toshiba!Toshiba!
3. Project: LeaderProject: Leader
What is innovative about this ad?What is innovative about this ad?
Strong, simple central idea that aliens' technology is not as advanced as ours - a coolStrong, simple central idea that aliens' technology is not as advanced as ours - a cool
way of representing the idea of Toshiba leading innovationway of representing the idea of Toshiba leading innovation
Striking 2D animation, ranging from 20-40 second adsStriking 2D animation, ranging from 20-40 second ads
Funny, but not graphic violence, sex, drugs etc – Male and Female orientatedFunny, but not graphic violence, sex, drugs etc – Male and Female orientated
Appeals to young and oldAppeals to young and old
Repeated tag line 'Take Me to Your Leader‘ reinforced with the Toshiba Logo andRepeated tag line 'Take Me to Your Leader‘ reinforced with the Toshiba Logo and
official voice at the end of each ad “Toshiba, Leading Innovation”official voice at the end of each ad “Toshiba, Leading Innovation”
A number of different promos on the same theme, each with its own joke has beenA number of different promos on the same theme, each with its own joke has been
produced and flexibility to create an online mascot brand if successfulproduced and flexibility to create an online mascot brand if successful
Subtle Toshiba marketing – the only episode which is in your face in the final episodeSubtle Toshiba marketing – the only episode which is in your face in the final episode
4. Project: LeaderProject: Leader
STORYBOARDINGSTORYBOARDING
From Script to Storyboard, understanding the shots and timing isFrom Script to Storyboard, understanding the shots and timing is essentialessential to get the animation and comedy right –to get the animation and comedy right –
changes during the animation process can be futile!changes during the animation process can be futile!
5. Project: LeaderProject: Leader
Episodes And StructureEpisodes And Structure
In each episode we have the following parts – an object or person, a comical
event, the tagline in various voiced themes and the objectperson pointing to the
right at the end for the aliens to go forth on their journey followed by the Toshiba
logo animation with brand voiceover, “Toshiba, Leading Innovation”
INTRO
Aliens come to earth to find the leader to take back as their captive – we are introduced to X (the dominant alien)
and Z (thinks he’s on holiday in earth)
SHORT BACK AND SIDES
In the hair salon, X ends up managing to get a bad haircut
POSH TOSH
At Buckingham Palace, the royal guard does not respond to X’s threats, but Z steps in and gets an answer
ARCTIC
In Antarctica, Z wants to play in the snow while X finds it hard to question an Eskimo
TESTIFY
In a gospel church, Z takes the stage and surprises the audience with his singing, the priest is shocked
TRAFFIC LIGHT
At a traffic light, X has no idea what the pavement is or the road – fatal accidents are bound to happen
FINALE
Independence day has arrived in the world leaders office – they think they have found the leader, or have they?
8. Project: LeaderProject: Leader
EPISODE: POSH TOSHEPISODE: POSH TOSH
POSH TOSH
If going to Buckingham
palace, remember, the royal
guard will only deal with
gentlemen aliens.
10. Project: LeaderProject: Leader
FEEDBACKFEEDBACK
Feedback from the people who have viewed the episodes so far conclude that theyFeedback from the people who have viewed the episodes so far conclude that they
are funny and not stupid, something which is structured to keep people curious andare funny and not stupid, something which is structured to keep people curious and
entertained before they search for their next youtube viral fix and ultimately aentertained before they search for their next youtube viral fix and ultimately a
30second break which is what they are meant to be. The word most used is “cute”30second break which is what they are meant to be. The word most used is “cute”
and the female audience I have shown it too love them a lot and remember thatand the female audience I have shown it too love them a lot and remember that
phrase every time I see them – I have even had two people write that phrase on myphrase every time I see them – I have even had two people write that phrase on my
facebook profile!facebook profile!
MARKETINGMARKETING
I feel that virals are supposed to be in the moment especially when we can click awayI feel that virals are supposed to be in the moment especially when we can click away
in a second – With these viral cartoons, I would blast them in one go putting them inin a second – With these viral cartoons, I would blast them in one go putting them in
front of Toshiba product clips, ranging from a few seconds of the phrase “Take me tofront of Toshiba product clips, ranging from a few seconds of the phrase “Take me to
your leader + Toshiba Logo” to the full clips just on blogging sites. When people seeyour leader + Toshiba Logo” to the full clips just on blogging sites. When people see
one, they might say, what was that and Google a bit more maybe using the wordsone, they might say, what was that and Google a bit more maybe using the words
“Toshiba aliens” and then find the rest and watch them – what you don’t want them to“Toshiba aliens” and then find the rest and watch them – what you don’t want them to
do is find a dead end and interest is lost. My main goal was to create something thatdo is find a dead end and interest is lost. My main goal was to create something that
if proven successful with a few clips, Toshiba could roll out many more of theseif proven successful with a few clips, Toshiba could roll out many more of these
cartoons thereby creating a mascot which is not usual for large conglomerates.cartoons thereby creating a mascot which is not usual for large conglomerates.
