Production Studio Saddington Baynes has taken seasonal greetings to an entirely new level with this year’s #ReggietheRobot holiday campaign. When we first opened the E-Card to the right, heard about the studio’s #SBCountdown project, and embarked on a literary journey through the hilariously clever robot banter accompanying the campaign’s release, our first thought was “the future is officially here.” Our second thought was “Santa, can you please send us Saddington Bayne’s team of creative marketing geniuses for Christmas?”

Offering a uniquely refreshing take on holiday greetings while showcasing their team’s highly-impressive animation skills, Saddington Baynes writes “…BLEEP BLEEP… As you wind up for the best time of year, I couldn’t resist the chance to THANK YOU for making 2019 one to remember for my SB family! We’re nuts and bolts about you! Have a wonderful break recharging your batteries, eating some mega-bytes and roasting those chest-nuts – we’ll see you next year to make some more cache!”

As we opened our inbox to meet the man of the hour, we were not only blown away by the level of detail that went into developing their E-Card’s realistic living room scene, but were also impressed by the visual’s expert usage of soft lighting to evoke that classic holiday feeling. Drawing inspiration from the advent calendar (displayed on the E-Card’s fireplace mantel), which is traditionally used to countdown Christmas through opening a cardboard calendar’s special surprise *doors* each day leading up to the holiday, Saddington Baynes expanded this tradition to introduce their virtual rendition: the #SBCountdown project.

Using the hashtag #SBCountdown, the studio also announced that they’d be releasing daily Reggie the Robot animations throughout the month of December for some added holiday joy. Check out the studio’s animation from Day 11 in the video above, and make sure to head over to Saddington Bayne’s Instagram Account for the full experience!

Taking their outreach efforts one step further, the studio even sent out print deliveries of Saddington Baynes Christmas crackers alongside a robot tree ornament and handwritten note from the team that could be scanned to view Reggie’s story on their blog. Needless to say, wow. We’re truly honored to be working with such a talented group of individuals. Thank you for the hands down best seasonal greetings we have ever received!

Continue reading to learn more about who this mysterious Reggie the Robot character is and how this project was brought to life –

Reggie’s Story

“Reggie the Robot was born in the ’70s and skyrocketed to fame almost instantly. Back in the early days, stardom was great. Reggie was lovingly placed under millions of Christmas trees. His cheeky smile captivated boys and girls alike, gushing over his colorful features and prestige playing status. Reggie was indestructible.
Loved by millions for his ultra-cool sleek style, Reggie had to grow up quickly with fame. Receiving the monumental amount of attention inflated Reggie’s ego; not in a horrible way, just in the way any strapping young lad’s would. Don’t get me wrong, Reggie was never mean to the other toys less adored than him, yet he had a cheeky smugness about him that you couldn’t help but be captivated by.
As the decades rolled on, newer and shinier toys with ‘better’ functions like lights and voiceboxes got introduced – and god forbid the mobile phone. Doe-eyed children turned to ‘too-cool’ teenagers and Reggie’s rockstar status deteriorated. He saw himself being slowly cast aside, left on department store shelves, put into cardboard boxes in attics. The higher you climb, the harder you fall.
Though Reggie’s fall from fame was tough he never lost that twinkle in his eye. His witty humor carried him through the dark days, it was like he knew deep down that the connections he made with all the children who loved him so dearly couldn’t just go away, could they?
Reggie kept himself to himself for many years, enjoying his early retirement. He indulged in plentiful food and whiskey and bought many presents for himself. He kept in touch with his old Toy friends Giraffe and Rocket. They would reminisce about the good old days but Reggie also kept his head looking forward, knowing it’s important to not dwell on the past.
Then, the change.
The change started off as a mere rumble, like the sound of an underground train whilst you’re walking high above along a pavement. Reggie’s signature chic 70’s style started to draw adults back to their childhood. It started happening more and more – the Google searches, the chatter, being asked for in shops and… BANG – the purchases! Reggie couldn’t believe it… the children who he grew up with were well into adulthood now and they wanted him back!
Reggie was adopted into one particular family, the SB Family. At first, the newfound surge of attention gave him his sense of self-importance back, those jolts of excitement he had yearned for. However as he grew particularly close to this new family, the attention he had previously relished in started to turn into a sensation he couldn’t quite put his finger on.
Reggie’s heart became overwhelmed with love and… empathy!
Reggie learned to open his heart to the SB Family. His hunger for attention transformed into genuine love for his family. These days he’s found a new family, a different type of family than the childish ones he knew before. He’s learnt to grow. The role of SB’s Chief Christmas Connoisseur has been bestowed upon Reggie and with this his new sense of purpose.
Nowadays, Reggie isn’t the new kid on the block, nor the celebrity as he once was, but that doesn’t matter to him. He’s just happy he gets to share his love with his new family.”
To read more about Reggie’s role of Chief Christmas Connoisseur at Saddington Baynes, click here.
To view more creative projects by Saddington Baynes, check out their portfolio or website.