Product category:
Integrated marketing
News Release from: Th1ng | Subject: animation commercials
Edited by the Marketingservicestalk Editorial
Team on 14 February 2008
Th1ng creates a heart-healthy treatment
for Flora
Animation studio Th1ng has created two TV commercials for the new Flora Becel Pro-activ campaign.
The creative agency for the campaign was BBH and the exposure will be on national TV The brief was to position Flora's Becel Pro-active brand as a healthy alternative to traditional spread and milk drink products
The commercials are light in tone and the key message highlights the products' healthy benefits for lowering blood cholesterol.
Being "the best" and "number one" takes on a central theme.
The first commercial sees a slice of toast spread with Flora Becel Pro-active changing into the shape of the number 1, against cheers from other food ingredients.
In the second ad Daniel Cohen, director, brings Flora's milk drink to life, rapidly working through the colourful variations of bread and fruit.
Ultimately, the fruit and bread build a healthy mountain of food, only for the milk drink to emerge on the top as a winner.
Cohen said he aimed to create an advert that is fresh and full of life.
This best reflects the campaign's strapline "Love your heart".
The style was achieved using stop-frame animation.
Animating the bread, milk drink and the other fruit ingredients is designed to imbue the brand with a lively and healthy personality.
The colour palette of fruit echoes the brand's vitality and targets health-conscious adults.
Cohen said: "For the two commercials we only used a high-resolution digital camera; we did not rely on CGI and everything was done in stop-frame animation.
"Occasionally, we did a bit of computer painting to give a real depth to the concept".
Shot in eight days, the two commercials were edited and composited in house at Th1ng including all post production.
Dominic Buttimore, Th1ng executive producer, added: "We have been very successful in producing stop-motion sequences and are delighted this series of ads has been once again very well received".
Th1ng is a leading animation and mixed media production company, creating commercials, idents and title sequences for film and TV.
Th1ng is pronounced "thing one".
Dominic Buttimore has been producing animation and live action for 22 years.
He moved into producing at 20 and has run a number of production companies since.
After five years as head of the 3D CGI dept at the Moving Picture Company he founded his own company " Th1ng ".
He has won many coveted advertising awards for his work, including Dand AD, BTAA and Creative Circle.
He currently works with 15 directors at Th1ng creating commercials, graphics and film titles.
• Th1ng: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
