ANDY Awards

Creative Award

New York, United States

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Haribo - "Ugly But"

Ajou University

Ajou University Suwon, Republic of Korea

Awards

312

Brand: Haribo
Country: Republic of Korea

Advertiser: Haribo

Title	Ugly But
Agency	Ajou University
Campaign	Ugly But
Advertiser	Haribo
Brand	Haribo
Date of First Broadcast/Publication	2024 / 6
Business Sector	Food
Media Type	Case Study
Length	139 seconds
AI Description	The Haribo ad titled 'Ugly But' highlights the lack of attention given to endangered animals deemed unattractive. Through a series of bright and colorful visuals, the ad draws parallels between popular cute animals like pandas and lesser-known ones like blobfish, proboscis monkeys, and California condors. Haribo introduces jelly candies shaped like these 'ugly' animals to raise awareness and promote acceptance. The ad features a catchy melody and uses emotive comparisons to engage viewers. A QR code on the candy packaging leads to unique 'ugly but' emojis, adding a fun interactive element. Haribo aims to make these endangered animals as loved as their cuter counterparts by 'jelly-fying' them, creating a playful and impactful campaign.