Now in its 5th year of I’m a Celebrity Get Me Out of Here! sponsorship, our campaign for tombola (Britains Biggest Bingo Site) and tombola arcade, saw our native Australian bugs see in another Winter in the cold, wet surroundings of Gwrych Castle, Wales.
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At the beginning of the creative and planning process it was still not yet known if IAC would be returning to the warm jungle of OZ. So we had to consider two routes with outline ideas in order to be ready when the decision came.
The challenge, as always with a long standing campaign, is keeping the creative fresh, relevant and still engaging.
In a year when people could still not travel and were kept away from their homes, families and friends, we wanted to tap into this frustration. Our bugs were missing home and assumed (as did many) that the celebs would be returning to the jungle.
In the teaser ad that ran on ITV in the 2 weeks run up to the show, we see our gang of Aussie insects have hatched a plan to get back to their native home in time to see the celebs arrive. They had spent the last year digging a tunnel to Australia, only to discover they have only dug approximately 2 feet.
What followed was 30 brand new live action and CGI ident bumpers that saw our group of original bugs and some new friends resigned to life in the castle. Filling their days with watching the celeb carry on and the odd game of tombola arcade on the “borrowed” phones.