The creep up to Halloween for the team here at Icon often means looking out for the new ways that companies are approaching their Halloween promotions. Without the pressure that crafting a Christmas promotion holds, Halloween often allows brands an outlet for fun and mischief, which can help to positively transform how they are perceived by their audience.
Sainsbury’s enlisted the help of advertising studio Weiden + Kennedy London for their 2018 Halloween advertising campaign, briefly replacing their black and white adverts in favour of something more playful. The stop-motion animation – directed by Mark Waring, the animation director of Wes Anderson’s Isle of Dogs – is fronted by a petrified pumpkin being spooked by Sainsbury’s Halloween merchandise. To complete the advert, the copy used is minimal, clear and upbeat making for a well-rounded campaign that is effective in both print and digital applications.