Ooops! - Paper Therapy

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Challenge:

Ooops! is a well-known, high-performing brand celebrating its 15th anniversary this year. How can it renew itself and, with a fresh voice, further strengthen its love brand status?

Solution:

Let’s use humor as a tool! Bring paper products to life and show that sometimes they, too, are fed up with cleaning. Let’s see what they say when they go to a psychologist!

Result:

Ooops!’s most modern campaign presents the brand in a bold and innovative way, pushing the boundaries of the category and positioning it as a lovable companion of everyday life.

AI made them real

One of the major challenges of the campaign was bringing the paper products to life. For animating the characters, we used advanced AI motion generation, allowing the products to react to their environment with lifelike gestures, each gaining its own unique personality. AI technology was also used to create the voices, tailoring each character’s voice to their personality and sense of humor.

“The idea works so well because it shows everyday life from a completely new perspective: it becomes truly lovable because we laugh at ourselves and at the paper products at the same time.”

Zsófia Erdei, Creative Director, DENTSU CREATIVE