Siobhan Dempsey
Copywriter at O
Toronto, Canada
TitleIt's Time for Real / Eat Local, Eat Real
Agency
Campaign It's Time for Real / Eat Local, Eat Real
Advertiser Unilever
Brand Hellmann's
PostedJuly 2009
Business Sector Food
Story Ogilvy was looking at a variety of animation/design and live action houses. The concept was in place but the specifics were still open. They had been through a number of houses and then we came into the mix. Stefan Woronko took a stab at presenting a statistic and bringing his inimitable magic to it. The creative team responded really well, but wanted to make sure that food was the star of the piece. We decided to work with director Steve Gordon, at Sons and Daughters, to create something that was part table top, part graphics and part documentary.
Philosophy We all found the statistics pretty eye-opening. I think everyone involved changed the way we buy our food. Challenges early on were the levels of legal approval the team at Unilever and Ogilvy had to go through on all the stats. Everyone wanted to make sure that the information was fair and irrefutable. All the food in the shoot was Canadian, which is no small challenge in spring.
Problem We have done other interactive pieces, but this was far and away the biggest single project. For a start, it’s nearly 3 minutes long, involved a 20-hour shoot with 2 sets of stop frame animation, a month of CG pre viz where we literally built every shot in CG ahead of time so that everyone could be a part of the process. The schedule had a really tight finishing schedule so we really needed to have all the nuts and bolts worked out before the shoot.
Media Type Web Film
Length
More Information www.eatrealeatlocal.ca
Production Company
Music
Chief Creative Officer
Associate Creative Director
Art Director
Copywriter
Agency Producer
Live Action Director
Production Company
Special Effects / VFX
Animation Direction
Interactive Production Company
Executive Producer
Executive Producer
Producer
Producer
Art Director
Editor
Editing Company
Animation
CG Supervisor
Creative Director
Creative Director

People related to this work

You might also like...

Create a free Talent profile and become a member of AdForum

Get Started