The "Goin' Off" campaign by Superplastic, featuring rap duo Ghost Kidz and Vince Staples, positions the brand at the intersection of music, animation, and collectible culture, delivering a multi-dimensional entertainment experience. The campaign’s core proposition centers on immersing audiences in a distinctive universe where music and storytelling collide, highlighting Ghost Kidz’s narrative of resilience and ambition against a backdrop of fantastical challenges. This aligns with Superplastic’s broader ethos of merging cutting-edge creativity with culturally relevant content, appealing to fans who value originality and a hybrid blend of music and visual art.
Strategically, the campaign leverages the cultural resonance of music festivals, notably the debut at Rolling Loud, to establish authenticity within the rap and broader youth communities. By collaborating with respected creatives such as director Robert Valley, known for visually striking animation styles, the campaign taps into a niche yet growing audience that appreciates innovative digital storytelling. The use of vivid 3D and 2D animation enhances engagement by creating immersive visuals that complement the gritty, aspirational themes of the music. Additionally, targeting both Canadian and U.S. markets facilitates broader North American reach, reflecting an understanding of shared cultural touchpoints in entertainment consumption. The integration of digital content with social platforms like TikTok and Instagram extends audience interaction beyond traditional media, fostering community and sustained interest. Overall, the campaign adopts a cross-media approach that appeals to digitally native consumers who seek narrative depth and aesthetic uniqueness in entertainment, reinforcing Superplastic's position as a pioneering player at the convergence of music, art, and collectible experiences.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign is centered around Ghost Kidz, recurring animated rap duo characters, and features real-life celebrity Vince Staples. The animated duo, Filth-E & Lil' ILL, embark on exaggerated narrative adventures, positioning them as personalities to be followed across content. The brand, Superplastic, is recognized for universe-building and character-driven media, directly leveraging the appeal and memorability of these ongoing personalities. The musical genre, meta description, and integration of animated and music celebrity elements all reinforce consistent use of recurring, branded characters with high entertainment and recall value, fitting the Ongoing Characters or Celebrities format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Kidrobot – Positioned as a pioneer in designer toys and urban vinyl figures, Kidrobot blends pop culture with limited-edition art toys, collaborating with artists and musicians to capture niche collector markets globally, emphasizing creativity and exclusivity in urban and street art-influenced collectibles.
2. RTFKT Studios – Known for merging cutting-edge digital fashion, NFTs, and virtual collectibles, RTFKT targets tech-savvy younger audiences with innovative digital-to-physical crossover products, leveraging blockchain and gaming culture to create immersive brand experiences in music and entertainment.
3. Medicom Toy – A Japanese brand focusing on high-quality collectible figures including the acclaimed BE@RBRICK series, Medicom Toy strategically fuses pop culture, art, and music collaborations to appeal to collectors seeking premium, limited-edition art toys with strong cultural cachet.
4. Funko – A mass-market leader recognized for its wide range of licensed pop culture collectible figures and apparel, Funko’s broad appeal spans music, movies, and gaming fans, balancing affordability with extensive licensed partnerships to capture mainstream and casual collectors.
5. ComplexCon – Though primarily an event and platform, ComplexCon acts as a cultural incubator blending music, streetwear, art, and collectible toys, positioning itself as a nexus for emerging trends and collaborations that resonate with youth culture consumers in music and entertainment sectors.
Q: What is Ghost Kidz - Goin' Off (feat. Vince Staples) about?
A: Ghost Kidz - Goin' Off (feat. Vince Staples) is a 2023 campaign by Superplastic, created in partnership with the ad agency Tonic DNA and Montreal-based animation studio TONIC DNA. The campaign introduces Ghost Kidz, an animated rap duo, through a visually striking music video directed by Robert Valley, known for his work on Love, Death & Robots and Gorillaz. Set across Canada and the United States, the campaign blends music, animation, and collectible toy culture, following the characters Filth-E and LiL' ILL as they battle fantastical adversaries on their quest for rap stardom. The campaign debuted at the Rolling Loud Music Festival and leverages digital and social channels for broad audience engagement.
Q: What creative device does Ghost Kidz - Goin' Off (feat. Vince Staples) use?
A: Ghost Kidz - Goin' Off (feat. Vince Staples) employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as defined by Clapboard's 12-format classification system. The campaign centers on recurring animated personalities—Filth-E and LiL' ILL—who are positioned as ongoing characters within the Superplastic universe, supported by the inclusion of real-life celebrity Vince Staples. This approach leverages character-driven storytelling and celebrity association to build brand recall, ensuring audiences can follow the narrative and personalities across multiple content touchpoints, reinforcing Superplastic’s universe-building strategy.
Q: What is the campaign proposition for Ghost Kidz - Goin' Off (feat. Vince Staples)?
A: The campaign proposition for Ghost Kidz - Goin' Off (feat. Vince Staples) positions Superplastic at the intersection of music, animation, and collectible culture, targeting digitally native audiences who value originality and immersive storytelling. By blending the narrative of Ghost Kidz’s resilience and ambition with fantastical challenges, the campaign delivers a multi-dimensional entertainment experience. Strategic elements include leveraging music festival debuts for cultural credibility, collaborating with acclaimed creatives for visual impact, and integrating digital and social platforms to foster community engagement, all of which reinforce Superplastic’s role as a pioneer in hybrid entertainment experiences.
Q: How does Ghost Kidz - Goin' Off (feat. Vince Staples) rank in Clapboard's archive?
A: Ghost Kidz - Goin' Off (feat. Vince Staples) holds a Clapboard Campaign Score of 79/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the contemporary landscape of music, animation, and collectible branding.
Q: Who are the competitors in Superplastic's category?
A: In Superplastic’s category, key competitors include Kidrobot, which is recognized for its limited-edition art toys and collaborations with artists and musicians; RTFKT Studios, which merges digital fashion, NFTs, and virtual collectibles for tech-forward audiences; Medicom Toy, known for premium art figures and high-profile pop culture collaborations; Funko, which dominates the mass market with a wide range of licensed pop culture collectibles; and ComplexCon, which serves as a cultural incubator blending music, streetwear, art, and collectible toys to capture the attention of youth culture consumers.
ARCHIVE.webp)
