Leeds and London based production company Rascal brought to life the excitement of a day at Drayton Manor theme park in a fully integrated campaign across TV, print and digital.
Rascal was commissioned by Home Agency to create two TV commercials, 10 and 5 second TV idents, and print photography for the summer campaign of Drayton Manor theme park and its famous Thomas Land.
Rascal’s CD Ben Ducker, and director of the TV ads: “We ambitiously set out to create a cinematic opening that elevated the creative above the normal theme park commercial. After an extensive casting process, we found the perfect child dancers to take centre stage and worked with the safety and marketing team at the park to find ways of featuring the key rides while also continuing the dance theme created by Home agency.”
The ads follows two talented young dancers, from the moment they wake up, continuing their street-style moves throughout the park and some selected rides to bring to life Home’s concept, ‘‘That Drayton Manor Feeling’.
Ben continues: “The brief was fun, creating a juxtaposition between the Thomas the Tank theme tune and cool, street style dancing for a fresh approach to theme park advertising. I wanted to leap from a ‘backstage’ setting of the kids bedroom where their routine begins, straight into the bright lights of the park (our stage). Using colour correction and lighting techniques we created a more natural and hazy visual for the bedroom before leaping into bold colour and contrast in the park to show excitement.”
The two ads were shot over a 4 day period on location at Drayton Manor in Staffordshire and have been rolled out nationwide across the UK.