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Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

Banarnar: Star of the Show

Entered in Comedy Video

About this entry

Looking to capitalize on its film partnership with The LEGO Movie 2, Chiquita Banana wanted a global creative campaign that encapsulated the humor of the film and tied it in with their own irreverent brand voice using limited assets and information.

Why does this entry deserve to win?

After a deep dive into both brands to identify the connective tissue, The Tangent Agency took a background character in the film, Banarnar, and made him the lead of the co-branded campaign. Through copy and fun digital content, we created a larger than life persona for Banarnar as the star of The Lego Movie 2. With a limited window, there were no opportunities for custom animation so Tangent adjusted existing footage to give a custom feel. Tangent created a new, mock-teaser featuring Banarnar as the true star of the film. The piece hit on the irreverent tone of both brands while maximizing the promotional potential of a minor character. Tangent worked with Chiquita's global office to finish the spot in five languages for five major territories, working with local voiceover artists to ensure authenticity and localization of the humor. To push the narrative further we developed a series of digital graphics featuring the lead characters of the film confused but thrilled by Banarnar's star power.

Results

The campaign was a hit amongst Chiquita, Warner Bros, and filmmakers, who were so excited about the creative they came back to Tangent to create even more content and even helped co-write some of it. Some would say the reaction was bananas!

Media

Video for Banarnar: Star of the Show

Entrant Company / Organization Name

The Tangent Agency, Warner Bros. and Chiquita Banana

Entry Credits