| Title | GENERATOR |
| Brand | LIDL FINLAND |
| Product/Service | RUNNING GEAR |
| Category |
A07. USE OF MUSIC |
|
Entrant Company
|
OTTO PRODUCTION Helsinki, FINLAND
|
|
Advertising Agency
|
FOLK FINLAND HELSINKI, FINLAND
|
|
Production Company
|
OTTO PRODUCTION Helsinki, FINLAND
|
Credits
| Tommi Laiho |
Folk Finland |
Ceo/Copywriter |
| Pia Dahlman |
Folk Finland |
Account Director |
| Lasse Paasto |
Folk Finland |
Copywriter |
| Kimmo Kivilahti |
Folk Finland |
Art Director |
| Ari Laitinen |
Otto Production |
Executive Producer |
| Pekka Hara |
Freelancer |
Director |
| Malla Mäenpää |
Otto Production |
Production Manager |
| Man/Ching Ng |
Freelancer |
Director Of Photography Ext |
| Henri Blomberg |
Freelancer |
Director Of Photography Int |
| Antony Bentley |
Freelancer |
Editor |
| Marko Nyberg |
El Camino Helsinki |
Sound Design/Music |
| Jukka Kujala |
Post Control |
Post Production Producer |
| Marko Terävä |
Post Control |
Colorist |
| Lasse Kilpiä |
Post Control |
Vfx/Supervisor |
| Tero Malinen |
Post Control |
Vfx |
| Oskari Hellman |
Post Control |
Matte Painting |
| Juho Räsänen |
Post Control |
Online Operator |
Brief Explanation
A tactical TV ad for Lidl to promote inexpensive running gear sold in their stores: A guy and girl are practicing on a treadmill. Gradually it becomes obvious that these two runners are generating the energy to the surrounding city. Integrated packshot with supers (the low prices) and a pay-off as VO: 'Low price generator - Lidl'
Creative Execution
In reality we did not switch on or off any lights on any windows at all – the lights coming to life were completely created in the post production. The overall goal was to create a phenomenon that looks decidedly real, but also has a bit of magic to it. We shot two and a half hours of material for the exterior shots with various exposures in Hong Kong - and the runners and their interior in Tallinn, Estonia. The plates were comped together and manipulated in the post production.