This is the happy tale of a coffee bean who carried a successful brand on his tiny shoulders. Wild Bean Cafes was a struggling chain of sandwich stores inside BP Select convenience stores in search of a brand identity. Enter Eddie Bean—an animated "spokesbean" I created to spread Wild Bean's gospel of freshness. Soon Eddie's caffeinated charm was driving traffic, growing sales and winning hearts in every town that welcomed him.
TEASER OUTDOOR - Who the heck is Eddie Bean? That's what everyone wanted to know. We introduced Eddie using teaser outdoor to pique curiosity, then directed people to Eddie's blog to fuel the buzz.
EDDIE'S FICTIONAL BLOG - Introduced Eddie's high-caffeine personality during four weeks of teaser outdoor while omitting one small detail—he's actually a coffee bean. By the time the campaign broke, people were inviting Eddie over for drinks and dinner.
OUTDOOR CAMPAIGN - A strong outdoor presence drove home Eddie's mantra of freshness.
WILD BEAN MICROSITE - Eddie Bean's online home was loopy and fun. The heavily-trafficked website shared Eddie's personal story, featured fun games to download, and offered coupons to further drive business.
ANIMATION STYLEGUIDE - Eddie was so successful stateside that we created a 14-page Animation Styleguide so that franchise operations in Great Britain and Australia could welcome him to their countries.
