Agency: Dufresne Corrigan Scarlett, Levallois, France
Creative Director: Paul Lê
Art Director: Catherine Renzetti
Copywriter: Grégory Tortes
Photogrpaher: Romain Laurent
Copy: “No luck at all? Have a curly ball.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: I’m lucky if I have Curly Balls to snack on.
2. Affective: We want the viewer to feel relief, luck, and slightly exclusive as if they’re in-the-know on how to make them self happy.
3. Conative: Pick up a bag of Curly Balls next time you’re in the snack aisle. Do it for yourself.

Positioning
In everyone’s life there are trials. Times in which things are either at there worst or closely approaching. With so many looming stressors in our lives, we naturally gravitate towards those simple pleasures that take our minds off life. Be it a weekend hobby, a nightly television ritual, or physical activity, we all do things just for ourselves. And that is why people should eat Curly Balls—just for themselves. No matter how bad things get, it won’t matter if you have Curly Balls.

Consumer Promise
Curly Balls are so good they’re the only thing you’ll have on your mind while eating them.

ADDITIONAL EXECUTION

1. Visual: A couple is enjoying a fancy dinner. The man wears a suit and the women wears a white dress. Unknown to the diners, is a waiter behind the women in the middle of spilling two glasses of red wine on her.
   Copy: “No luck at all? Have a curly ball.”
2. Visual: A man in a tux mingles at a black tie event with a strand of toilet paper stuck to his shoe.
   Copy: “No luck at all? Have a curly ball.”