So… How does one do an ad campaign about a cow without using a cow? I doubt Einstein had a more difficult problem to figure out. The following day, I called for a brainstorm session with my guys (and gals) where ideas were thrown out and captured on our whiteboard. I always encourage the most obscure and bizarre offerings to some safer ideas in our sessions and from that mêlée, an interesting concept emerged… While holding the Moo! pack, looking deeply at it as though pleading for it to speak to me with a solution, a bolt of lightning charged through the room.
ORIGAMI.
An origami cow!
The room became abuzz and I immediately removed the cap, started snipping the packs, making folds, bent the edges and looked at it from the inside out. In this awakened fervour, I thought to myself “It’s so crazy, it just might work.”
And so Operation Moo! began.
Being a master of the intricate art of origami really made this process much easi… Okay, okay who am I kidding? I knew nothing of this art style. I did, however, pour over the Internet and put a considerable amount of time into research on the subject allowing me to put together a rough draft layout in Photoshop.
I imagined what the folds might look like and how it could be constructed. I kept the design VERY minimalist utilizing only the Moo! logo and one line of copy to the bottom.
Initial reactions from both the +pepper and Hand Arnold teams were favourable and we all thought we were really onto something creative and unique. The Hand Arnold team made a request to place the cow on a field to make a scene that was a little more relevant as opposed to the plain background colour.
And that was just the beginning…
