The campaign stars Nipper the dog and the gramophone in a ‘snowy Christmassy world’.
Entitled Nipper & Gramophone’s Christmas Tales, the campaign saw Venturethree work with animation company Nexus Productions to create 11 mini films.
Venturethree provided the concept, character development, stories and creative direction for the campaign; with the further character development and film direction handled by FX Goby, director at Nexus Productions, and sound studio Fonic provided the music and sound effects. The campaign microsite is being built by digital agency MMK.
The consultancy has worked with HMV for about six years, and began work on the Christmas campaign about four months ago, according to Venturethree.
David Milsom, strategist at Venturethree, says, ‘Nipper and the Gramophone have been animated before but this is the first time they’ve been brought to life like this. The logo is a really good symbol of their heritage so we took that as a starting point.’
Jason Lowings, creative director at Venturethree, adds, ‘We had to do more than make Nipper and Gramophone move – we had to create two lovable characters with their own special personalities.’
The HMV dog and gramophone logo, taken from an 1899 Francis Baurrad painting, has been used by the brand for more than 90 years.
The films launch on an HMV microsite this week, and will also be shown on-air from 3 December. The work also appears in-store and on marketing materials and an online game. The HMV Oxford Street flagship will use sculptures of the characters in its window display.
Mark Robertson, head of brand at HMV, says, ‘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.’