With Nudgy.
Technology company DiDi is encouraging Australians to say yes more in a campaign via Sunday Gravy.
The campaign is directed by UK filmmaker Jim Hosking (The Greasy Strangler).
“‘Yes, I DiDi’ is more than a tagline - it’s an invitation,” Didi Australia & New Zealand CMO Tim Farmer said.
“We’re giving Aussies and Kiwis a reason to say yes to more moments, more nights out, more memories, all made possible by DiDi’s value and reliability.
“We have planned a campaign that plugs directly into the key rideshare moments – both creatively and in terms of media channels and environments and we are beyond excited to further build on DiDi’s growing presence in market.”
At the heart of the campaign is Nudgy, a flute-playing character.
“While it may look slightly insane, and it did take an extremely brave client in Tim Farmer to back the campaign, every element has been meticulously crafted to build brand distinctiveness through a new design system,” said Sunday Gravy Co-founder and CCO Ant White.
“From sonic branding to the creation of Nudgy as repeatable character, our goal is to stand out and stick in people’s minds.”
Nudgy appears across social, radio, OOH, partnerships, activations and more.
“Nudgy’s world has been crafted with intent, from costume design and heavy prosthetics to set design and original music, every detail is deliberately tactile so it stands out in a world increasingly dominated by automation,” said Sunday Gravy’s creative leads Max Kennedy and Sam Whatley.
CREDITS:
Agency: Sunday Gravy
Production Company: Hooves
Director: Jim Hosking
Producer: Renae Begent
Executive Producer: John Pace
DOP: Jeremy Rouse
Editor: Mark Burnett / The Editors
Casting Director: Natalie Jane Harvie / Citizen Jane Casting
Costume Design: Liv Simpson
Art Director: Sam Lukins
Prosthetics, Hair and Makeup Design: Odd Studio, Anastasia Pappas
Grade: Fergus Rotherham
Online: Eugene Richards
Music & Sound Design: Electric Sheep
