Ray Di Carlo
Director at Bent Image Lab
Buenos Aires, Argentina
TitleRaw Materials
Agency
Campaign Raw Materials - Tetrapak
Advertiser Tetra Pak International S.A.
Brand Tetra pak
Philosophy CONCEPT
An unusual spokesperson, a rabbit called Bob, explains how Tetra Pak drinks cartons are environmentally friendly. He uses a humorous approach to describe the advantages of sustainable raw materials using, as examples, grain, wool and Tetra Pak cartons, which are produced from wood and therefore make a significant contribution to protecting the environment. The logical message is: it’s only got a future if it’ll grow back.

COMMUNICATION MEDIUM
A hybrid animation commercial. Carefully handcrafted sets were filmed using stop-motion technology and then combined with computer-animated characters.

TARGET AUDIENCE
End consumers, users of drinks cartons, etc.
Problem To explain to TV viewers in an entertaining way that Tetra Pak drinks cartons are produced from sustainable raw materials, making them exceptionally environmentally friendly.
Media Type Television
Advertising Manager
Advertising Manager
Production Company
Creative Director
Creative Director
Art Director
Art Director
Art Director
Art Director
Copywriter
Copywriter
Copywriter
Agency Producer
Account Manager
Account Manager
Director
Production Company Producer
Production Company Producer

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