This is probably one of the best examples of a rebrand, tapping into a few key elements that broadens it's appeal. Featuring on a lot of online motion graphics magazines/bogs, the concepts and execution of the work was praised highly.
By using 'Noods', a new vinyl toy by Kidrobot as a vehicle for graphics and slick simple 3D (created in Cinema 4D) they have created a bright fun brand that is extendable. The halloween spot shows how they can be used in a seasonal way, they can be 'painted' like characters from shows or left blank/abstract to take part in more general activities. The way they react to each other as friends in groups is quite nice.
The fact that the Noods exist means the characters are collectible which is always a positive when creating a brand for children, and because they are customisable it encourages kids to use their imagination (as in this brief) and make their own, creating their own adventures.
“It was the strongest idea because it was rooted in an icon that the network could own,” says Michael Ouleween, senior vice-president and creative director of on air at Cartoon Network. “It immediately seemed like a visual shorthand that our audience would get.”
“The alternative would’ve been to create 10 highly produced station IDs that would just air over and over again,” says Capacity co-founder Ellerey Gave. “This was about creating an environment for the brand so it becomes more of an experience while you’re watching.”
The rebrand’s modularity suits a children’s network, Ouleween says, because kids nowadays are used to seeing their favorite characters expressed in multiple ways... Our kids are coming out of the womb and being exposed to a 100 different iterations of their favorite characters at once. You’ll get the Lego version, the Wii version and the original version.”"
Boards Magazine 09
They also break the spot down on their site here: http://www.capacity.tv/process/cartoonnetwork/
It is an interesting point about the Wii, as the characters used here have been likened to the 'Mii' characters used on nintendo's console as simplistic avatars of the user. The Nood's are used in a way that they could be, and are anything, and the audience will understand that as the familiarity of the characters and freshness of the rest of the elements works well. Another nod to nintendo could be the old computer game 8-bit style music used throughout which works really well mirroring the simplicity of the visuals.
The concept in its broadest sense is perfect for my brief: It's bright, colourful young and exciting. Will appeal to a range of children, encourage them to collect toys, make their own using their imagination and can be extended upon for a period of time because the key vehicle is so simple and effective.
Sections from the spot feature in their reel here (or in full at the link at the top of the post):