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:: PUNKIN CHUNKIN’S HIGH-FLYING ACTION GETS AN ASSIST FROM IMPOSSIBLE
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Impossible
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PUNKIN CHUNKIN’S HIGH-FLYING ACTION GETS AN ASSIST FROM IMPOSSIBLE
Posted on: 01/04/2010 12:31 PM
Pumpkins. Normally good for carving and making pies these orange gourd-like squashes take on an edgier identity as high-flying projectiles on Science Channel’s recently aired “Punkin Chunkin.” The Thanksgiving Day program had help on getting the word out thanks to a multi-phase branding campaign created by Impossible, a leading design and visual effects studio.
The campaign concept was designed to tap into the fun viewers witness when they tune into the show. “Punkin Chunkin celebrates one of the few pieces of Americana rooted in engineering and science,” said Joel Pilger, President at Impossible. “We’re excited to capture the whimsical nature of the competition with our work.”
For 23 years, the Punkin Chunkin World Championships have hit the skies in Delaware. This year, Science Channel is honoring the backyard engineers who turn pumpkins into projectiles with an inside look at 2009 championship. The show follows various teams as they journey from machine design to testing their equipment to the competition's climactic finale, where every team hopes to reach the coveted one-mile mark in pumpkin launching.
Working with the marketing team at the Science Channel, Impossible create a wide array of elements to communicate the launch of Punkin Chunkin. The key piece was “Olympic style” profiles of various competing teams. With tongue firmly in cheek, these promos gave the viewer a ‘behind the scenes’ look at what it takes to be a world-class pumpkin launcher. Ancillary elements, such as the ad sales pieces, podbusters and bug splats, reinforce the campaign and will air nationally across the Discovery family of networks.
“It takes quite a unique mindset to create machines that launch pumpkins. We wanted every aspect of the campaign to communicate the fun of turning pumpkins into projectiles and splatting them over a mile away,” says Brian Eloe, Senior Editor and Art Director. “The graphic elements take this idea but instead of splatting on the ground, the pumpkins hit the IDs for Discovery networks. That sort of surprise makes you instantly aware of Punkin Chunkin no matter what you’re watching.”
About Impossible
With offices in Denver, Boulder and Los Angeles, Impossible is a leading design and effects studio serving television networks and advertising agencies. They produce spots, broadcast design and content that fuse live action, design and visual effects. Among their clients are Crispin Porter + Bogusky, Discovery, Sundance, A&E, Nat Geo, IBM, Pepsi, Ford, DISH Network, Starbucks, Charter, MillerCoors and many more. Several of their recent projects are among the permanent exhibits at the Smithsonian Institute. For more information, visit www.impossible.tv.
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