iCandy Own the City

The Challenge

Clearhead were tasked by the team at industry leading pushchair brand, iCandy to produce a leading commercial for their new Raspberry pushchair with the campaign headline "Own the City".

The city is vibrant and peaceful at the same time, scary and full of obstacles. It’s hell or home. Many people walk many different paths but share the same pavements. Our footsteps and shadows leave a story of our journey. The city is full of challenges and opportunities. Your mindset will define whether you decide to be abused and betrayed by the city, or if you can embrace and own it.

Our young couple is used to the city and they don’t need to change their lifestyle because of the new addition to their family. They are set to embrace the challenge and take it on, empowered by the iCandy Raspberry. They are fast-moving, negotiating the buzz of the city - weaving through people and places, exploring, diverting and ascending. Our parents and baby are living life, filling it with the sensations and experiences of the city lifestyle.

The iCandy Raspberry is light as a feather and able to switch modes and adapt to the city. The film will put the Raspberry through its paces, energetically maneuvering with a spring in its step. The passenger is along for the ride, safe and sound, soaking up the sensory experience of the city vista. Whether it’s a parent or world facing interaction, the experience for the child is smooth and comfortable.

Campaign Photography

To support the production of the commercial and provide campaign launch content for the social media we simultaneously shot photography utilizing the same models, lighting, and locations that were booked for the film shoot. 

Shooting film and photography at the same time through an efficient scheduled we provide maximum value for the client and their budget.

TV Distribution

In addition to working with iCandy through the creative and production process, we supported them to strategize and activate a distribution plan for the content across social media channels and on-demand TV.

Video-on-demand has recently exploded, with people streaming more content than ever, and it’s direct way to get your content into people’s homes. All of the VOD services attract huge audiences and is a great way to promote for a fair price tag. Unlike YouTube and Vimeo, VOD has regulating bodies who need to approve your content.

If you’re planning to advertise via video on demand, you’ll have to buy advertising space on your desired platform, which reserves a slot for a limited amount of time. Before anything can go live, your content will have to be signed off by ‘Clearcast’ - the advertising regulating body. They will require a script, a rough cut and the final version of the film.

We know what you’re thinking, this all sounds like a lot, but don’t worry - this is what we're here for! It’s best to allow 3 - 4 weeks for this process to be complete. Then that’s it, you’re live.

At Clearhead we have teamed up with Sky to make sure you can take full advantage of this new innovative advertising technique. Unlike traditional television advertising where content is designated a slot on a mainstream channel and distributed across the nation, Sky Adsmart gives you the option to specifically target your desired audience. Viewers are targeted based on the information they give Sky when signing up (age, postcode, affluence, house type, credit rating, etc.), along with Experian credit ratings, to give greater chances of an engaged audience for your campaign.

Once the content has been created by us, we’ll send it off to Clearcast. After we get the go-ahead, Sky will liaise with us to make sure that your campaign gets off to a flying start!


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