Santa's Little Helpers: Kerker (Minneapolis) For The Park At MOA

Animation was the way to go for Kerker’s holiday campaign for the amusement park located in the Mall of America (MOA) – the main goal of which is to draw people to see the “World’s Largest Gingerbread House.” Given this direction, the agency enlisted Reelworks Animation (Minneapolis), which had also created a successful Halloween spot for the same client.

“Back in August we got an assignment to create a Halloween spot for The Park at MOA,” explains Senior Broadcast Producer Anne Swarts. “Animation was discussed as a possibility and then, by chance, I came across [director/designer] Todd Hemker’s reel. [I] popped it in my computer and fell in love. The Halloween spot was so successful and so well received that doing animation for the giant gingerbread house at The Park at MOA followed quite naturally.”

The spot consists of animated elves at work and play at a cartoon version of the park. They cheerfully sing, in elfish voices, a Kerker-created version of “Carol of the Bells” aptly named “Carol of the Elves.” The updated carol was written by Senior Copywriter Beth Kinney.

Swarts says the key to catching a consumer’s eye during holiday time is to get the point of “holiday” across in the spot as soon as possible and in an engaging way. “We achieved that by using a familiar holiday [song] arranged in a very unusual way – elves singing about the ‘big ginormous house’ at The Park at MOA – and unique, charming animation.”

And by advertising the park, Kerker also draws attention to the actual “mall” aspect of the client. “At holiday time every retail operation has holiday-related activities,” says Swarts. “The Park at MOA sets itself apart, in a bigger and better way, by hosting the ‘World’s Largest Gingerbread House.’ You can imagine how it would work well for them – dad stays at the park with the kids for a couple of hours while mom goes holiday shopping.”

//www.kerker.com

“CAROL OF THE ELVES”

CLIENT: Park at Mall of America

AGENCY: Kerker

CREATIVE DIRECTOR: Chris Preston

ACD, ART DIRECTOR: Peter Tressel

SENIOR COPYWRITER: Beth Kinney

SENIOR BROADCAST PRODUCER: Anne Swarts

ACCOUNT DIRECTOR: Ann Wiessner

ACCOUNT EXECUTIVE: Susan King

ANIMATION: Reelworks Animation

DIRECTOR/DESIGN: Todd Hemker

LEAD ANIMATOR/DESIGNER: Soyeon Kim

ANIMATOR/DESIGNER: Jae Jung Ahn

EXECUTIVE PRODUCER: Audrey Robinson Favorito

PRODUCER: Neha Upadhyaya Lang

MUSIC/SOUND DESIGN: Echo Boys

COMPOSER: Alex Berglund

SOUND DESIGN: Tom Lecher

ENGINEER: Ross Nelson

PRODUCER: Kathy Yanko

TALENT: Gregg Inhofer (Announcer)