A new brand campaign has been launched by Happy Happy Soy Boy in collaboration with the creative agency 10 Feet Tall. The campaign spans across various media channels including film, audio, social, and digital platforms. It introduces “Happylandia,” a whimsical animated world where soybeans dream of transforming into soy milk for Happy Happy Soy Boy.

Joseph Meseha, the managing director of 10 Feet Tall, expressed the uniqueness of this campaign in capturing the essence of happiness not only for consumers but also for the soybeans themselves. The campaign aims to elevate the brand’s cheerful and playful persona to new heights. Stuart Black, the executive creative director at 10 Feet Tall, described Happylandia as a realm of joyful absurdity that resonates with the brand’s ethos.

Lloyd Smith, the co-founder of Happy Happy Foods, emphasized that the core of their brand has always been about spreading joy. Through this innovative campaign, they aspire to brighten people’s days while showcasing the dedication and affection infused into every carton of their soy milk.

The team behind the campaign includes Chief Happiness Officer Lloyd Smith from Happy Happy Foods and key members from 10 Feet Tall such as Managing Director Joseph Meseha, Creative Director Patrick Trethowan, and Creative Services Director George Kalogerakos. The campaign’s visual elements were brought to life by Dirty Puppet for animation, with contributions from various talented individuals including Annika Fleur for art direction and storyboards, and Nick van Cuylenburg for music composition.

The Happylandia campaign represents a creative leap for Happy Happy Soy Boy, aiming to not only promote their products but also to establish an emotional connection with consumers. By infusing storytelling and imaginative visuals, the brand sets out to create a memorable and engaging experience that embodies the spirit of happiness and positivity at the heart of their identity.