Contributed by Karen Leung of London-based venturethree.
From gorgeous records to snazzy headphones, chunky old VHS to shiny Blu-rays, hmv has been making Christmases brilliant for nearly a century. They wanted a campaign that would remind customers of their incredible heritage, whilst demonstrating their relevance in 2012.
Working with the animation company Nexus Productions, we created eleven mini-films featuring the adorable duo’s adventures in a snowy Christmassy world.
The films will be shown on air and on a dedicated microsite in the run up to the Christmas period. The characters will also appear on in-store and press creative, an online game, and as sculptures in the window of their flagship Oxford Street store.
The iconic dog and gramophone logo was originally taken from an 1899 painting by Francis Barraud (above) and has appeared on hmv campaigns for over ninety years. This is the first time that both characters have been brought to life in this way.
Mark Robertson, head of brand at hmv commented, “Nipper and Gramophone have been at the heart of the hmv brand from the beginning. They are known and loved throughout the world, and we felt that the time was right for them to take centre-stage.”
Jason Lowings, creative director at venturethree added, “hmv is home to the world’s best entertainment, so we wanted their Christmas campaign to be entertaining. Their unique logo was a great starting point, but we had to do more than make Nipper and Gramophone move – we had to create two lovable characters with their own special personalities.”
The first set of mini-films can be found here: Nipper and Gramophones Christmas Tales.
More will be launched in the run-up to the big day, including some surprise collaborations with hmv’s partners.
What venturethree did
View more brand identity work on the venturethree website.