Title	ADD POWER
Brand	VODAFONE
Product/Service	VODAFONE
Category	A09. VISUAL EFFECTS
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Production Company	RADICAL MEDIA Berlin, GERMANY
Production Company 2	TIME BASED ARTS London, UNITED KINGDOM
Production Company 3	WHITE HORSE MUSIC & AUDIOFORCE Hamburg, GERMANY

Name	Company	Position
Goetz Ulmer	Jung Von Matt AG	Chief Creative Officer
Thimoteus Wagner	Jung Von Matt AG	Chief Creative Officer
Andres Blumenthal	Jung Von Matt AG	Creative Director
Simon Hiebl	Jung Von Matt AG	Creative Director
Robert Ehlers	Jung Von Matt AG	Creative Director
Heiner Twenhaefel	Jung Von Matt AG	Copywriter
Pavel Bondarenko	Jung Von Matt AG	Art Director
Christoph Koehler	Jung Von Matt AG	Agency Producer
Sebastian Strasser	Radical Media Berlin	Director
Joost Van Geldern	Radical Media Berlin	Cinematographer
Yoann Lemoine	Radical Media Berlin	Composer
Andrew Brooks	Radical Media Berlin	Conceptionist
Matt Clark	Radical Media Berlin	Conceptionist
Paul Haertcastle	Radical Media Berlin	Editor
Gerrit Winterstein	White Horse Music	Music
Julia Kroemker	Jung Von Matt AG	Client Service Director
René Requardt	Jung Von Matt AG	Account Director

Brief Explanation

A TV spot that feels more like a fast-paced short movie. 66 seconds and not a single one wasted. With special effects equalling hollywood, a soundtrack that became an instant hit and the sweetest kitten in German television. All in all a whole lot of action and entertainment but still a slam dunk on the campaign's core message: Power comes with Vodafone!

Creative Execution

This story needed a huge variety of wild animals (bison, shark) and special objects (robot, vintage race car, rocket train)­—which all had to be ridden by our hero. One thing upfront: they are all 3D creations! The shark, the bison, the robot and even the Porsche and rocket train, built with a mix of CGI and live action techniques throughout. And as if a 3D white shark jumping out of the water with a hero riding on its back wasn't enough we also had to create the transformations from animals into objects and the other way around: what does an egg turning into a kitten look like? How does a fluffy kitten transform into a robot ten times its size? How does that robot change into a galloping bison with a rather reluctant man on his back? Vodafone “Add Power” was a project that blended problem solving and creativity in equal measure. The challenges demanded by the varied narrative elements meant that huge amounts of R&D, testing and most importantly sheer imagination needed to be brought to the visual effects. Much like the finished film, it was a bit of a wild journey.