10/15/11 – Agency FAME called on the talented team at Gasket to create a signature character for client Time Warner Cable’s “Digital Adapter” campaign. With the much-lauded “All Digital” deadline arriving for 2012, the national cable provider needed a way to explain to traditional consumers that the digital adapter is their TV’s “new best friend.” What way to humanize that message better then to create a friendly, “Ambassador” style character who takes consumers through the few easy steps needed to turn their television “All Digital” for 2012.
Part of a three-spot commercial campaign, with print and direct mail elements, the Time Warner Cable project enabled the Gasket team to collaborate once again with FAME. The creative team had already collaborated on extensive broadcast packaging for Time Warner Cable. Once it was determined that a character was needed for this new campaign, Gasket created the original 3D character, nicknamed “Digit.”
Gasket concepted the three spots, which began with the main character and then included the creation of his little digital adapter buddies. The characters needed to be cute, non-threatening, and the process super easy and not complicated. The characters also needed to play well across multiple platforms since it was a complex campaign including broadcast, print, and online.
The three-spot “Wave” campaign aired throughout Fall 2011, just in time for the January 2012 All Digital transition.
