Crabbies Ginger Beer

Planning / Creative / Responsive / Social

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it's time for
a crabbie's

a digital personality.

When Crabbie’s launched back in 2009 the brand’s ‘ticketyboo’ campaign featuring George and Camilla giving the product a quintessentially British image, appealing to an older demographic. As the times moved on so did the Crabbie’s brand, and new flavours were introduced to appeal to younger consumers.

Our brief was to create a digital environment that encouraged user engagement – a microsite of games, digital experiences, animations and video content, all of which were tied in with the brand’s proposition of Refreshingly Adventurous and Give It Some Ginger campaign.

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creating the ideas

Digital planning & strategy Digital planning & strategy

collaboration.

Ideas for Crabbie’s Time don’t just come from the creative folk; they are an amalgamation of a wider team’s vision – creating an opportunity to share digital experiences, games & video concepts and anything ‘cool’. Some of our best ideas have started with a small seed of inspiration and flourished into a multi-faceted experience through collaboration, interpretation and knowledge.

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where's crabbie's?

Even the most simple idea of finding a hidden image, if executed well can drive huge levels of engagement. Where’s Crabbie’s challenged users to find hidden bottles of Crabbie’s through a digital landscape of backdrops – so popular that a second version was developed to feed demand.

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challenge of 3D rendering.

Testing limits and experimenting with new technologies is part of our everyday job -constantly discovering the latest development trends and finding a way to deliver these to our clients. Crabbie’s Time features the use of 3D rendered Crabbie’s bottles built using a mixture of JavaScript and a new graphics library available in modern browsers (WebGL). Creating the bottles was a tricky process, which involved mapping a flat image on to a generated bottle shape.

The key here is progressive enhancement; as WebGL is experimental, it doesn’t translate to all browsers. Sometimes web development isn’t about delivering the same content to everyone but having the courage to adopt new technologies.

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it’s about how we talk.

Working in the alcohol industry presents the challenge of the Age Verification Process (AVP), a barrier between users and the site content. We wanted to try a new creative solution, introducing natural language to the form, inviting the user to fill in the blanks of a normal sentence rather than the industry standard of a conventional drop-down. Talking to users in this way has reduced the bounce rate creating a smoother user experience.

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some work