Orlov the meerkat, Ronald McDonald, Tony the Tiger.
They’re all animated characters that are instantly recognisable and induce memories of the adverts they have starred in and thoughts about the brands they represent. The practise of creating an animated character to represent a product, brand or service is known as character-driven animation. It is a form of marketing that can be just as effective as a live spokesperson when trying to convey a message to your audience.
Why include a character in your video?
Businesses and brands ultimately include animated characters in their videos as it gives them a form of identity. If implemented properly, people will begin to associate a business or brand with the animated character they have created. The highly recognisable and popular ‘Compare the Market’ meerkat, Orlov, is the perfect example of this. Orlov is synonymous with the ‘Compare the Market’ brand and is arguably now better known!
Stand out
Including a character animation in a video will also help it stand out from other videos and ensure the viewer finds it memorable. Animated characters can be given traits and characteristics that target a particular audience and support the overall message you are trying to get across. For example, Tony the Tiger, synonymous with Kellogg’s ‘Frosties’ for nearly 70 years, has always been portrayed as a friendly, lovable character, interested in helping children strive to reach their full potential. This has helped Frosties adverts remain ever-popular with generations of children.
Build a storyline
The beauty of using an animated character in video advertisements is that an impressive story-line can be woven around them across many videos. Character animation will also enhance the effect and impression of a story. An audience can quickly become emotionally attached to an animated character (look at Edgar the dragon in the latest John Lewis Christmas advert). This could lead to conversations and shares on social networking sites, invoking a sense of community around your brand.
Character Driven Animation at The Animation Guys
At The Animation Guys we recognise the great responsibility that comes with creating an animated character for either entertainment or branding purposes. What a character looks like and how they come across can determine whether your video is a success or not. Between them our incredible team of 2D and 3D designers have years of experience creating memorable animated characters for brand videos. Using their expertise and the latest animation techniques they will work with you to create an animated character that reflects the ethos of your brand and message you are trying to convey. That perfect idea of what you want your character to look like… they can bring it to life on the screen!
Over the years we have worked with a number of top brands to deliver amazing character driven animations. We’ve produced an educational animation for the NHS, an animation for the charity ‘Network for Animals’ and a ‘Monty the Dog’ explainer video, just to name a few. Below you can see some other examples of other character animation videos we have produced.
Network For Animals Animation
Working closely with Network For Animals we created a character-led story that highlights the importance of kindness and seeks to change perceptions about the treatment of animals.
‘Monty The Dog’ Explainer Video
Meet Monty the Dog! MSH@Home had this adorable canine brand mascot that we had the pleasure of turning into an animation around an important cause.
Jane Explain
Our very own mascot Jane Explain! Jane is an animated character that we use throughout our process that helps people understand why they should consider an animation video to help explain difficult to grasp concepts!
