CHALLENGE

For their Capri-Sun "Respect the Pouch" summer promotional campaign, Kraft partnered with Ubisoft to tie-in the juice box brand with the latest installment of Ubisoft's wacky Rayman series, Rayman Raving Rabbids 3. Ubisoft provided us with full creative freedom to build an interactive cross-promotional advergame to live on Capri-Sun's "Respect the Pouch" website.

STRATEGY

We were lucky. Ubisoft's furry and mischievous Rabbids are simply too much fun to torture, so the ideation was simple: How can we cause the Rabbid as much pain as possible in the shortest amount of time? We knew fans of the successful video game series would enjoy a mini-game that does justice to the spirit of the console titles.

CREATIVE AND EXECUTION

What we built is a highly fun, addictive mini-game entitled Rabbid Droppings. Players control a cannon that shoots, well, plungers. With these plungers, they are tasked with ridding the Capri Sun factory of three precocious Rabbids who have hatched a plan to abscond with as much of the delicious juice as possible. To punish those Rabbids, a network of bizarre traps and obstacles lie just beneath the furry ne'er-do-wells. By adjusting the position of these traps, players try to inflict as much damage as possible and score the highest amount of points.

Faithfully recreating the wacky tone of the Ubisoft game and the fun-loving spirit of Capri Sun, the game features hilarious artwork and gameplay, as well as fantastic sound design from Fuel Sounds.