16384: Bananas Ballyhoo—A Bunch Of BS.

 

This Chiquita campaign from Italy is mediocre at best—but its creators went bananas in explaining the contrived concept:

 

Chiquita and Bitmama Reply make bananas come to life in the new global brand experience.

 

The new campaign reaffirms leadership and places the brand mission front and center.

One banana relaxes, leaning comfortably on its side, another reclines with hands behind its head, and one shows off its muscles in a captivating flex. These are the three key visuals driving the new global brand experience, spanning on 3D video walls, billboards, and digital media. But let’s start from the beginning.

 

Chiquita, in addition to reinforcing its leadership, underscores its mission with this new global brand experience—aiming to make us feel and live our best lives. The invitation to seek one’s well-being is encapsulated in the campaign’s global tagline, “It peels so good,” which aligns perfectly with the product and opens up to a fertile and iconic treatment.

 

To expedite the production, quality, and personalization of omnichannel content, Bitmama Reply, with its end-to-end approach, has transformed the world's most famous banana into a hyper-realistic 3D model, creating a crucial asset for producing large volumes of brand content, including images, videos, and more personalized and engaging experiences.

 

After being peeled, the banana reveals three anthropomorphic poses (static and animated) that go far beyond the OOH and digital circuits, creating spectacular 3D video experiences set in some of the world’s most prestigious locations, such as New York, Milan, and the heart of Florence. In Times Square and on Via Dante in Milan, the Chiquita Banana literally emerges from the screens to strike a pose. Inside The Gallery, a 30-meter-long gallery in the center of Florence, the Chiquita banana accompany passersby along their entire walk in an immersive experience where animations on the three walls move to the rhythm of the famous jingle.

 

“What makes us most proud, in addition to our increasingly strong global partnership with Chiquita, is the synthesis and simplicity we achieved with the ‘It peels so good’ campaign. We have successfully conveyed Chiquita’s mission while keeping the product’s premium quality at the center, evolving an asset that will help us be even more effective and iconic in content production.” says Nicola Gotti, Chief Creative Officer, and Partner at Bitmama Reply, commenting on the campaign’s launch.

 

The campaign is planned in the United States, Italy, Belgium, Germany, Greece, and the Netherlands. It will be on the air until the end of September.