There is no client of ours who hasn’t wanted to make a virus video with us at least once. The problem with this is that very few topics are truly suitable for creating virulent content, despite the intention. The best example of this was when a dear partner of ours wanted to turn a half-hour instructional video on the tax changes for the coming year into a virus video. Due to the constant mention of it, virus marketing has completely flattened out, and the magically self-sharing videos have become an unattainable dream for most companies. We ourselves could only hope that a favorable alignment of the stars would someday come when we could show our skills in this rare and special field.
However, when a returning client asked us to make a virus video for a intestine-cleansing tea product line, we felt that our time had finally come. All the factors came together in the commission: the client wanted a virus video and the product, closely related to the theme of digestion/elimination, was perfect for the task. After making sure that our client was fully aware of what he was getting himself into, we set to work on the task.
A viral video is nothing more than a piece of content that spreads quickly on social media on its own. Shocking / surprising videos become viral, especially those with hidden advertising features. No one likes to share direct advertisements, so marketing content must be cleverly packaged. Our client, Naturalmax, was a company that offered intestine-cleansing teas and medicinal products: the main feature of their product was the elimination of potentially harmful dirt from the intestinal walls. This, of course, was not very interesting in this form, so we set out to create viral content.
The primary question when we create a viral animation for a company is how to make this content truly attractive and clickbaiting. This is contrary to the principle we follow when we respect a company’s branding, target audience, and philosophy. In the case of producing a virus video, these become secondary considerations after shareability. The concept quickly came together: in our short story, the everyday life of the Poo Family was depicted, who had one great desire: to finally travel to the Great Canal. However, Daddy Poo does not earn enough money, so they can only dream of the canal system, they are forever locked in the intestine. Naturalmax solves this problem in the form of a magical lottery, and the Poo Family can finally be cleaned out of the intestines.
We wanted our film to be as shocking as possible, so we imagined the story with cute characters, set in a classic evening children’s fairy tale, where the poos fight their everyday problems as cute little characters. We thought that this concept, with the right execution, could be suitable for creating a truly impressive viral video. No one knew at the time whether we were right.
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