How do you squeeze 30 adventures into one bottle of Fruit Shoot Squash? That’s the question Robinsons had when they approached Charlie Toque to craft fun in a bottle!
Bringing the concept to life in his signature vibrant 2D animation and joyful character design, Charlie crafted over 40 illustrations and 14 animated sequences to make up the campaign. Focusing on the two launch flavours Berry Galaxy and Tropical Jungle, the campaign is a delight for both kids and parents alike, encouraging everyone to embrace their imagination.
Jetpack trips, giant butterflies and flying dinosaurs, just some of the dream-like scenarios Charlie was entrusted to bring to life for Robinsons new squash line. Each of the two flavours was left open for Charlie’s interpretation and he approached them from his background in crafting kids video games, where imagination is limitless.
Ensuring the product remained central to the campaign, real footage was used to hero the glasses of squash with Charlie’s animations overlaid on top, drawing on inspirations from is own childhood and experiences as a parent to create his characters’ imaginations.
Approaching how to bring to life all his vibrant ideas, Charlie started with the heroes of the wacky adventures. Developing seven unique characters from ages three to six all of which fulfilled a different role in their Goonies-esque crew, with the aim to allow any child seeing the campaign to be able to identify with at least one character and see themselves represented.
Identifying key iconography one might find in a jungle or galaxy, Charlie designed the illustrations that would bring to life the campaign, from aliens to surreal snakes and birds interacting with the central characters.
‘Children could imagine what would happen to Bilal after pranking an alien, and parents could smile as they recognised the playful, mischievous, or intrepid nature of their own children. It was a really fun campaign to work on, with real creative freedom granted by the agency and the client, which allowed me to reconnect with my previous experience in video games for kids, and allowed me to mix up some childhood memories with my own experience as a parent, in an attempt to talk to everybody.’