Sentient soybeans endure outrageous ends in order to become smooth, creamy milk.
Happy Happy Soy Boy has unveiled “Happiness is…” via creative agency 10 Feet Tall.
The campaign introduces “Happylandia,” a colourful animated world where joyous soybeans aspire to fulfill their life’s purpose of becoming soy milk for Happy Happy Soy Boy.
Through an animated film and catchy jingle, the campaign takes viewers on a tour of Happylandia, showcasing the soybeans’ ultimate dream.
These sentient, happiness-filled beans gleefully endure outrageous and often comically gruesome ends in order to become the smooth, creamy milk loved by consumers everywhere. It's a whimsical, tongue-in-cheek celebration of joy, destiny, and purpose.
10 Feet Tall managing director Joseph Meseha said this campaign is unlike anything the agency has created before.
"The soybeans’ story uniquely captures how the brand brings happiness, not just to its consumers, but even to the beans themselves," Meseha said.
10 Feet Tall executive creative director Stuart Black said the agency wanted to take Happy Happy Soy Boy’s fun and playful tone and push it to the next level.
"Happylandia is a world of joyful absurdity that feels fresh, memorable, and perfectly aligned with the brand’s spirit," Black said.
Happy Happy Foods co-founder Lloyd Smith said Happy Happy Soy Boy has always been about spreading joy.
"Through this campaign, we hope to not only brighten people’s day but also show the love and care that goes into every carton of our soy milk," Smith said.
The campaign goes live March 1 and includes film, audio, social and digital.
Credits
Happy Happy Foods
Chief Happiness Officer: Lloyd Smith
Agency: 10 Feet Tall
Managing Director: Joseph Meseha
Executive Creative Director: Stuart Black
Creative Director: Patrick Trethowan
Creative Services Director: George Kalogerakos
Client Services Director: Eva Nowicki
Account Manager: Tahlia Freeman
SFX: Harvey Deane
Animation: Dirty Puppet
Animation Director - Cameron Gough
Art Direction & Storyboards - Annika Fleur
3D Design Lead: Edwina Joel
2D Character Lead - Jon Asquith
3D Animation & Effects - Cameron Gough
Technical Assistance: Simon Bronson
Additional Illustration: Taryn Borgford
Music: White Owl
Composer, Instrumentalist, Soy Choir: Nick van Cuylenburg
Lead Vocals: James van Cuylenburg
Soy Choir: Janet Vague
