ONEPASS
BRAND LAUNCH
INTEGRATED CAMPAIGN
OnePass is a membership packed with value from some of Australia's most iconic brands, but a lot of people didn't know how it worked. So we got a street smart, smooth talkin' penguin with attitude to do it for us. Meet Onesie, the fluffy and loveable yet hardened wise guy who's worked out a smarter way to get around – by using a jetpack. He's the embodiment of doing things the smart way, just like using OnePass to shop.
The Attitude
But first, we needed inspo. And it was Vinnie the Panda from Fox's Biscuits who helped us form Onesie's personality best. He has a voice that lets you know he’s seen a thing or two.
The Voice
Next, we needed a voice to match the swagger and be surprisingly rough and tough for a cutesy lookin' fella. So naturally, we worked with the legendary David Field from Oak's 'Kill Hungrythirsty Dead'.
The Look
While we drew inspo from other familiar flippers in pop culture, we settled on Onesie being a Fairy Penguin from the chilly Southern Coasts of Australia. As the smallest species of penguin in the world, he had to harden up fast.
The Process
2D Sketch Phase 1
2D Sketch Phase 2
3D Black & White Clay Model
3D Textured Model
Onesie made it to the big time.
And even 'round the MCG.
