The Crazy Store’s Cinema Debut

Craig Towill

28th November 2016

The Crazy Store's Cinema Debut

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(Webtorial)

The Crazy Store A World of Crazy Makes its South African Cinema Debut.

The Crazy Store, a national chain of over 290 stores and one of South Africa’s best kept secrets, made its cinema debut on Friday, 4 November in selected cinemas nationwide. Five stop-motion commercials will showcase the brand’s bright, friendly and whacky personality, as well as their impressive wide range of products; from décor to pet accessories to pictures frames and novelty toys.

The adverts will flight into the new year and will also be shown on several digital and social media channels – with The Crazy Store mascot, The Crazy Duck, taking center stage. The commercials were executed using the technique of stop-motion. Not only is it the perfect fit for The Crazy Store’s quirky personality, it is the only way, beyond old fashioned animation, to bring an inanimate object to life. It was also important that The Crazy Duck, the hero of all The Crazy Store ads, appeared “live” on screen, giving off emotions such as humour and empathy.

All items seen in the commercials were made from products available at The Crazy Store – either an off the shelf ready to take away product, or made from arts & crafts items available at The Crazy Store. For example, the duck aircraft seen in all the commercials was made from straws, felt pads, crafting board and modeling clay. Even the clouds were made from cotton wool on painted sosatie sticks.

With approximately 4,000 product lines available in-store and 37 different categories from pets to toys to kitchenware, these clever ads help showcase the extensive range of value for money products, available in 293 stores nationwide.

“The commercials share what The Crazy Store stands for, not just what it sells, and this has been done in a bright, bold, impactful and slightly crazy way. We love that the ads show the personality of The Crazy Store,” says Kevin Light, Senior Marketing Manager at The Crazy Store.

The iconic crazy duck featured in the ads, is also a duck with a heart. The Crazy Store is a partner of The Friends of the Children’s Hospital Association (FOCHA) – a fundraising arm of The Red Cross War Memorial Children’s Hospital in Cape Town. 10% of sales from these collectable ducks is donated to the Friends of the Children’s Hospital Association.

“I am very pleased with the creative executions done by our ad agency, Old Friends Young Talent, in conjunction with their production company, Post, and this could potentially lead to an ongoing series of similar ads,” says Kevin Lennett, MD of The Crazy Store.

Watch the Making of The Crazy Store Brand Advert: